Being in the communications industry, any kind of marketing, advertising or public relations messaging that is unclear annoys me to no end. When I see something I don’t like or don’t understand, I obsess over it.
And with The University of Arizona’s confusing new billboard a block from my office, I now obsess at least three times a day (on the way to work, driving to lunch and on the way home from work).
The branding ad, less than 10 miles from rival ASU, simply says, “We invented smarter eyeglasses.”
Who is “we?”
When did this happen?
Why isn’t there a photo?
Why haven’t I ever heard of this before?
After seeing this billboard for the 100th time, I finally Googled my booty off during my lunch hour trying to figure out what it meant.
Now, some of you may argue that was the ad’s purpose – to entice me to learn more. But isn’t that counterproductive? And wasteful? And annoying?
Comment below – and I am looking forward to hearing from Wildcat alumni on this one!
And PS – it was folks at U of A AND the Georgia Institute of Technology who developed the glasses, not just U of A.