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.
“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