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A street photograph of a Flaus ad in a lightbox at a New York subway entrance, pairing a plain serif-free headline with a tight product-in-hand shot.
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Summary
The identity in the street: a horizontal ad panel mounted on a green subway entrance railing, with the line "Toss the floss. It's time to Flaus." set above a cropped photograph of the product being held.
Visual description
The photo is taken square on from the sidewalk. A dark green painted subway entrance fills the lower half, its railing topped with a globe lamp on the right and a sign reading "2 Avenue Station F" below the panel. The ad itself sits in a black frame on a white ground. The headline runs across the top in black, a plain grotesque with normal sentence case and a wide gap between the two sentences. Below it, a landscape photograph shows a dark-skinned hand in a blue corduroy sleeve with lime green nails, holding a slim black electric flosser against a dark green square-tiled wall, out-of-focus mint and lilac objects behind. The green Flaus wordmark, in its rounded bubble capitals, sits small in the lower left of the photo; a white all-caps URL sits in the lower right. Behind the entrance are spring trees, a black iron park fence, traffic lights, yellow cabs and pedestrians.
Key takeaway
A neutral workhorse grotesque for the headline and the bubble wordmark reserved for the signature keeps the personality concentrated in one place instead of smeared across the layout. Anchoring the wordmark and URL in opposite bottom corners of the image, not the panel, means the ad crops cleanly to any format.
Reuse notes
Good reference for a first-format out-of-home ad for a consumer product that still needs to explain itself. Works because the product photo has a dark backdrop that carries white and green type; on a bright shot the corner lockups would disappear. Pairs with the transit poster and campaign board from the same identity.
