What links McDonald's "Iconic needs no explanation" by Leo Burnett, KFC's gravy take over of the British Film Institute's Imax in London by Mother, and Kellogg's "See you in the morning" by Leo Burnett?
These three ads are the latest in a line of out-of-home posters that zoom in on products, alter or remove logos, and have minimal copy. Tesco, Heinz and B&Q have also used similar techniques to in their outdoor ads.
While this might be a trend, it certainly isn't new. A 1990 Silk Cut ad "Slash" by Saatchi & Saatchi used a similar minimalist style, and in 2023, Barbie released an entirely pink billboard with the only copy stating "July 21" in the corner to promote the release of the film that year.
Campaign's editorial team discusses if original ideas still exist in outdoor ads, and if all the good ideas have been taken.
Alongside host and tech editor Lucy Shelley, this episode features editor Maisie McCabe, creativity and culture editor Alessandra Scotto di Santolo, and deputy creativity and culture editor Charlotte Rawlings.
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