Ad Analysis: McDonalds: What Time Is It Billboard

1. Description of the Ad

The selected ad is part of an outdoor advertising campaign by McDonald’s, titled “What Time Is It”. This ad utilizes a sundial-shaped billboard, cleverly positioned so that the sun’s movement casts a shadow on the billboard to indicate different McDonald’s menu items throughout the day. For example, in the morning, the shadow falls on “Egg McMuffin,” while in the afternoon, it might shift toward “Big Mac” or “McNuggets.” The ad employs a combination of functionality and novelty, making use of humor and innovation to evoke surprise and delight. It transforms a timeless tool—the sundial—into a literal and figurative symbol of “mealtime,” seamlessly tying into McDonald’s brand identity as a go-to spot any time of the day (BMedia Group, 2023).

2. Objectives of the Ad Campaign

The primary objective of this ad is to reinforce McDonald’s as an all-day dining destination. Instead of introducing a new product, this campaign highlights McDonald’s existing, well-known menu by aligning menu items with the natural cycle of the day. Additional goals likely included increasing brand awareness, encouraging impulse stops by drivers or passersby when their hunger aligns with the displayed meal item, and creating positive brand sentiment by using a clever, unexpected form of advertising. The objectives were both attainable and measurable in terms of foot traffic, social media engagement, and brand recall. The time-specific nature of the ad also makes it more compelling during key traffic hours.

3. Target Market

The campaign is geared toward busy commuters, drivers, and working professionals—people who are likely on the road and looking for a quick, familiar, and convenient meal option. It may also appeal to younger audiences, such as millennials and Gen Z, who appreciate smart, playful marketing and tend to share clever ads on social media. This ad also indirectly targets existing McDonald’s customers, reminding them of the variety of offerings at different times of day.

4. Desired Audience Action

The ad encourages viewers to stop at the nearest McDonald’s and purchase a meal that fits the time of day. By dynamically showing what’s appropriate to eat “right now,” it taps into the impulse decision-making that often drives fast-food purchases. The audience gains convenience, satisfaction, and a reliable mealtime solution. McDonald’s positions itself as a time-tested choice—literally tied to the passage of the day.

5. Value Proposition

McDonald’s value proposition in this ad is clear: “We’re here for you, any time of the day, with the perfect meal.” Features and benefits include location convenience, menu variety, and familiarity. Additionally, by creatively using the sun’s path to display different meals, McDonald’s not only captures attention but also strengthens their brand narrative as a dependable, round-the-clock food provider.

References:

Pope, D. (2003, June). What else do you need to know to analyze an ad?. Making Sense of Ads. https://historymatters.gmu.edu/mse/ads/question5.htm

BMedia Group. (2023, November 27). Best outdoor ads: Creative Billboard Ads: BMedia Group. bMedia. https://www.bmediagroup.com/news/best-outdoor-ads/

Ad Analysis: Denver Water: Maximum Efficiency Billboard

1. Description of the Ad

This outdoor ad by Denver Water is part of its long-running public awareness campaign focused on water conservation. The billboard in question appears deliberately incomplete—it only occupies a small corner of the full billboard space, displaying the simple but powerful message: “Use Only What You Need.” The rest of the billboard is left blank and unused. The ad utilizes minimalism and surprise as its core creative strategy. Its unexpected incompleteness grabs attention by defying the norms of large, flashy billboard ads. There’s also a subtle dose of humor and irony, paired with a serious environmental undertone (BMedia Group, 2023).

2. Objectives of the Ad Campaign

The primary objective of this campaign was to promote water conservation and encourage residents to reduce water waste in their daily lives. Secondary goals likely include raising awareness about water scarcity in Colorado and the western U.S., reinforcing civic responsibility through behavioral nudging, and encouraging a cultural shift toward sustainability and environmental consciousness. The message was clear, attainable, and measurable through reduced water consumption data over time. As part of a broader initiative, it contributed to long-term public education efforts.

3. Target Market

The target audience for this campaign was residents of the Denver metropolitan area, especially homeowners and renters who manage their own water usage. It also aimed to reach environmentally conscious citizens, policy influencers, and younger generations more likely to embrace sustainability initiatives. By placing the ad in a highly visible public space, Denver Water maximized its reach to commuters and pedestrians alike.

4. Desired Audience Action

The ad seeks to inspire people to consciously limit their water usage—whether that means turning off the tap while brushing teeth, using efficient sprinklers, or shortening showers. If the action is taken, the audience helps conserve a vital natural resource, contributing to a healthier ecosystem and more sustainable future. There’s also a civic pride element—doing the right thing for the community.

5. Value Proposition

While Denver Water isn’t selling a commercial product, its value proposition is deeply impactful: “We’re not just telling you to conserve—we’re modeling it.” Key features and benefits of the message include authenticity, clarity, moral incentive, and cost effectiveness.  This billboard is a great example of how form follows function—a simple design that delivers a powerful environmental message without excess.

Ad Analysis: Nestle: This Candy’s For The Birds Billboard

1. Description of the Ad

This outdoor ad campaign by Nestlé uses a humorous, attention-grabbing concept that taps into a common urban experience—being swarmed by birds while eating something delicious. The billboard shows a large Nestlé candy bar, seemingly being attacked or swarmed by birds, as if even animals can’t resist its taste. The slogan or implied message: “This Candy’s For the Birds”, flips the usual idiom on its head in a witty and literal way. The ad leverages humor, relatability, and exaggeration to evoke an emotional response. By using a common real-life annoyance (aggressive birds) in a lighthearted, over-the-top visual way, it instantly captures attention. The use of visual storytelling makes it especially compelling for fast-moving drivers or commuters. There’s also a bit of scarcity appeal—as if the product is so good, even birds will fight you for it (BMedia Group, 2023).

2. Objectives of the Ad Campaign

The main objective of this ad was to boost sales and visibility of Nestlé candy bars by: reinforcing their deliciousness and crave-worthiness, creating a memorable brand association using humor, and encouraging impulse purchases by triggering cravings. While not tied to a specific new product launch, the billboard works well as part of a broad awareness campaign, particularly in high-traffic areas. The objectives were attainable and measurable through increased sales and potential engagement on social media or word-of-mouth conversations sparked by the unique visual.

3. Target Market

The target market includes young adults, busy commuters, families, kids, and impulse buyers (especially people driving by gas stations, convenience stores, or near urban retail zones). The ad is designed to resonate with people who already enjoy candy but need a playful reminder of why they love it—or a nudge to try it again.

4. Desired Audience Action

The ad aims to make people crave the candy bar and buy one immediately—ideally at a gas station, vending machine, or nearby convenience store after seeing the ad. If the action is taken, the audience benefits by satisfying a craving or indulging in a delicious snack and enjoying a familiar treat with a fresh and fun brand twist.

5. Value Proposition

Nestlé’s value proposition in this ad is: “Our candy bars are irresistible—so good, even the birds want a bite.” Product features and benefits that drive purchase include taste and appeal, fun and lighthearted branding, and simply everyday indulgence. This campaign enhances the candy bar’s perceived value through relatability and humor, making the product feel not just tasty, but culturally fun and desirable.

Ad Analysis: DHL: Unpacking The Ad Billboard

1. Description of the Ad

This outdoor advertisement by DHL, the international shipping and logistics company, cleverly turns a billboard into a giant DHL package being unboxed. The billboard appears to be torn open, revealing DHL’s signature bright yellow and red branding along with an express shipping label. The design doesn’t contain much text or additional imagery because it relies on the instantly recognizable color scheme and packaging aesthetics of DHL to convey the message. The ad uses visual metaphor, brand recognition, and emotional association as its key techniques. It taps into the universal excitement of receiving a package, instantly triggering positive feelings tied to anticipation and delivery. The vibrant color palette is not just eye-catching—it’s an unmistakable brand cue for DHL (BMedia Group, 2023).

2. Objectives of the Ad Campaign

The main goal of this billboard was brand reinforcement. DHL isn’t launching a new product or service here—it’s simply reminding consumers that it exists and should be top-of-mind for shipping needs. Campaign objectives likely included boosting brand visibility in high-traffic areas, creating emotional associations between the brand and the positive experience of receiving a package, and encouraging customer loyalty and repeat use of DHL’s services. These objectives are attainable and time-flexible, as they’re tied to long-term brand awareness rather than short-term promotions.

3. Target Market

The target audience for this ad includes small business owners, everyday consumers who shop online, corporate clients, and commuters. The ad works broadly, appealing to anyone who has ever experienced the joy of receiving a package—which is just about everyone.

4. Desired Audience Action

The desired action is for the audience to feel a renewed sense of trust and appreciation for Verizon’s network, ultimately leading to greater customer loyalty and potentially increased customer acquisition. Verizon encourages viewers to share their own stories of gratitude for first responders through the #Allourthanks campaign, which strengthens the emotional bond between the brand and its customers. The benefit for the audience is the reassurance that Verizon’s network isn’t just for everyday communication but can also serve a critical role in life-saving situations. Verizon positions itself as a network that provides peace of mind and reliability, encouraging potential customers to see the value of these attributes when choosing a carrier.

5. Value Proposition

DHL’s value proposition is simple and visually reinforced in this billboard: “We deliver excitement, not just packages.” Specific features and benefits driving customer choice include speed, efficiency, global reach, easy tracking, reliable delivery windows, and emotional payoff. By turning a billboard into a package, DHL brings its product to life in an unexpected way, reminding customers that they don’t just move boxes—they deliver moments.

Ad Analysis: LEGO: Constructing With Bricks Billboard

1. Description of the Ad

This outdoor ad by LEGO blends childhood imagination with real-world construction by featuring an oversized LEGO brick seemingly used as part of an actual construction project—integrated into scaffolding or urban settings. Rather than being a flat billboard, it functions more like an interactive, 3D installation that visually surprises and delights. The juxtaposition of a kid’s toy in a serious adult setting catches the eye and sparks curiosity. It turns a playful idea into a moment of public art, blurring the line between advertising and imagination. The ad uses contrast, nostalgia, visual metaphor, and surprise. It evokes childlike wonder, reminding the audience that LEGO isn’t just a toy—it’s about creativity, construction, and endless possibilities. It taps into nostalgia for adults and inspires imagination in children, all with a single, bold visual (BMedia Group, 2023).

2. Objectives of the Ad Campaign

This campaign was likely designed with the following goals: reinforce LEGO’s core identity as a brand of creativity and imaginative play, inspire both kids and adults to engage with LEGO, either through purchase or play, and generate buzz and visual interest through unique, photo-worthy design. These objectives are broad but attainable, especially in terms of brand recall, social media sharing (thanks to the visual), and renewed interest in the product across age groups.

3. Target Market

The ad is designed to speak to a wide and multi-generational audience, including children, parents, gift-buyers, adult fans of LEGO, and commuters. It also appeals to both nostalgic emotion and active creativity, making it effective across demographics.

4. Desired Audience Action

The ad aims to prompt viewers to buy LEGO products, re-engage with the brand, view LEGO as more than a toy, and share the ad or take photos. Benefits of taking action include fun, creativity, hours of play, and constructive learning and skill-building. 

5. Value Proposition

LEGO’s value proposition, brought to life in this billboard, is: “Build anything. Imagine everything.” Reasons customers are drawn to LEGO include high-quality products, play that fosters creativity, and a sense of accomplishment and pride in building something.  This ad reinforces the idea that with LEGO, anything can be built—even real-world dreams—all starting from a simple brick.