Outdoor advertising needs to catch our attention to be effective. It aims to reach a captive audience by interrupting the natural environment and catching our attention. Nothing catches our attention while driving like those pesky little speed bumps.

Well with McDonald’s new outdoor campaign by DDB New Zealand promoting the new McDonald’s Shaker Fries you get just that advertising on speed bumps. This clever campaign attempts to capture your attention as you pass through the drive thru. The campaign attempts to associate the shaking sensation created by the speed bumps with the new Shaker Fries.

The idea is that this will trigger our natural sub conscious impulsive feelings and encourage the viewer to go ahead and try those delicious shaker fries.

This is an interesting idea to boost average ticket spend and promote a new product. But I would be a bit cautious of tying a campaign to an impediment that at most is a nuisance to the driver. These bumps might catch your attention but they are probably more likely to frustrate you than motivate you.

This is a creative idea and it will be interesting to see if they apply it in larger markets. I am sure that in the future we will see more ads transposed on speed bumps.

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