AD Power's Love Letter Billboards
Published on
Most billboards scream at you. This one writes you a love letter. In a busy subway tunnel, a giant cream-colored board talks directly to foot-care brand Margaret Dabbs like a smitten admirer. The trick: turning dead, flat media into a living character with a crush and a sense of humor. Here’s how this letter-style copy literally gives a billboard legs.
What The Billboard Actually Says
The billboard is styled as a typed letter that opens with “My Dearest Margaret Dabbs LONDON.” It admits, “I don't have any feet and that's what you're all about,” then pivots to, “this relationship has legs.” It suggests combining the brand’s foot cream with its “footfall” so “there’ll be more than one little piggy going to the market,” and signs off, “Love, Billboard 346,” with the AdPower logo underneath.
Why This Letter Copy Works So Well
- Personifies the media: the location signs as “Billboard 346,” turning a static poster into a speaking character.
- Uses self-deprecating humor: it jokes about not having feet while pitching a foot brand, disarming resistance.
- Builds a mini-story: it’s a flirtatious note, not an ad, so commuters pause to read the whole thing.
- Links media metric to benefit: “my footfall” cleverly ties audience traffic to store traffic.
- Super simple visuals: plain background and typewriter font force all attention onto the words.
How You Can Steal This Move
A local gym could run a billboard that writes, “Dear Couch, I’m stealing your favorite sitter for one hour a day – Love, IronFit Gym,” turning the ad into a breakup letter.
An online bank could use a subway poster saying, “Dear Commute, we’re using this ride to open a savings account – Signed, Metro Digital Bank,” letting the ad space talk about the moment it lives in.
Creative Variations
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