What Was The Art Director Thinking?

Somewhere along an anonymous stretch of the Ohio Pike on Mother’s Day, we passed this billboard.  We passed, then we stopped, turned around, and snapped the picture above.  The baby’s expression seemed so maniacally blase that it had to be the art director’s goal.

Element 79 Chicago Advertising Dennis Ryan

“I gotta find a baby for this concept.  Look through these tear sheets…  No, no, no; these babies are all cute but they are missing someth–waitaminnit, this one!  This little guy.  He’s adorable yet he’s got that extra something, that knowingly superior insider’s smirk that will make this billboard sing!  Someone call Clio!  This baby’s gonna make me bigtime!”


By Dennis Ryan, CCO, Element 79

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Wendylou says:

So persuasive, I’m getting a hankering for some breast milk.

Steve Brodwolf says:

Thanks for keeping us abreast of this.

RTB says:

There was an art director? The type says, “not likely.”

Between this billboard and the radio spot I just heard for “More Than a Mouthful Mondays” at Hooter’s, I am speechless.