And on this billboard on WI-43, it’s sliding pretty much out of the safe range.  Sure, the notion of “NO GIMMICKS, JUST LOW PRICES” should be enough to draw any self-respecting Class C firebug to the oddly-named theUncleSamFireworks.com, but clearly, they just didn’t have enough confidence in that come-on.  They needed something more.  They needed a snipe calling out “25% of All Items Til MAY 31.”

Sounds like they needed a gimmick.

By Dennis Ryan, CCO, Olson