Recently, the world of billboard advertising has stopped thinking outside the box and started thinking inside – quite literally. Instead of the typical static ad, brands have started shoving real people in their billboards as a way to conjure up the next viral moment, and understandably, it’s working.
Netflix is our most recent offender, with a new billboard ad for its upcoming sci-fi horror, The Last House. Encased inside the ad is a man spooning soup into his mouth and staring into the distance. Yes, a real human man. I fear we’ve reached new levels of dystopian folks.
The Last House follows a family who mysteriously get trapped in their home as they navigate the terror of dwindling supplies, psychological tension and unknown dangers keeping them hostage. With this in mind, it makes a lot more sense why Netflix chose to trap a man in their billboard. The claustrophobia alone is enough to send a shiver down my spine. But regardless of the film’s plotline, this advertising trend has already proved successful.
Latest Videos FromCreative Bloq
Last year, travel brand Love Holidays trapped ex-rugby player Joe Marler in a beach-themed billboard to promote its winter getaways. Perfectly timed with London’s drizzly winter months, the unexpected ad stopped passersby in their tracks. Similarly to Netflix’s traffic-stopping stunt, it proved how the trend could be used effectively to subvert expectations while still feeling on brand and playful.
The Last House | Greta Lee and Wagner Moura | Official Trailer | Netflix – YouTube
While the trend is slowly gaining popularity, I’m cautious about it becoming the next ad-fad trend that quickly becomes overused. While Netflix and Love Holidays’ examples are used in an on-theme way that works with their brand, I can see how brands might see this trend as a quick way to slurp up some quick social media virality.
You may like
For more branding inspiration, check out this billboard that’s controlled by your bum or take a look at these ingenious Lego billboards that prove sometimes showing the product is all that’s needed