Captive Audience

The 2011 Chicago Auto Show just ended this weekend and I’m a little sorry to say I never went to check it out.  I used to look forward to it yearly but now I’m more inclined to roll my eyes at the thought of ogling a giant showroom full of drool-worthy concept cars I can’t afford, even if they were actually available to the general public.  In fact, the only reason I even remembered the show was in town was because Dodge coughed up some pretty copper pennies to advertise on the Red Line.  Two train cars were wrapped in Dodge 2011 campaign branding: “We are Dodge and we are NEVER NEUTRAL.”  My first thought was, does that mean none of their cars have a ‘neutral’ gear? Well, that could be a problem…  My second thought was, hmmm, that’s interesting, Dodge is advertising on public transit. Just a smidge ironic…  I don’t know about all the other riders on the Red Line but I ride the train because buying a car is currently on my “to-don’t” list (Man, gas is $3.50/gallon!!!).  Or, just maybe, Dodge realized the Red Line runs parallel to the expressway where thousands of drivers commute to and from work every day…?

Anyway, seeing the wrap around ad just got me thinking about all types of advertising you see on trains and busses these days.  Some are your everyday run-of-the-mill ads like McDonald’s and Potbelly, just positioned in unique places, like the ceiling. Others get a little more creative, like a wrist watch advert on a bus hand strap, and a Real Southwest ad incorporating a QR (“Quick Response”) code that can be scanned by a smart phone after downloading the ScanLife App.  Clearly I would not be winning any trips to Tuscon, AZ from that!

One of my recent favorites is Absolut vodka – they completely transformed several bus stop shelters in Chicago to promote their new flavors: Twist, Bloody, and Lemon Drop. Double kudos on those wicked Victoria-esque chairs.  Wish they’d try that on the train too.  Come to think of it, I wish companies would integrate science and engineering into their creative advertising campaigns.  For example, PETA could promote education also if, as part of their “Go Naked” slogan, they sponsored a see-through “naked” rail car.  It could resemble those clear phones that were all the rage in the 90’s.  I’m sure there’s some kind of Plexiglass out there that would hold up and also allow riders to see the mechanical innards of the train, perhaps sparking public interest in learning more about mechanical engineering – kids would love it, no doubt.  Someone’s already made a race car prototype!

And if we’re talking about major brands jumping on the public transit market, why doesn’t Pepsi install vending machines on train cars.  Or better yet, how about Brawndo. After all, it is the thirst mutilator!   But, these are just my own semi-random reflections on the topic – what do you think? Got any favorite ads or creative concepts of your own?  Do tell!