This ambient advertisement campaign was launched by Oldtimer restaurants, a leading Austrian chain of motorway rest stops. The campaign aims at enticing people to take a halt at the restaurant to which provides almost everything that one can eat. The huge poster was placed at the entrance of a tunnel at the highway that gave impression that vehicles going inside is disappearing into the woman’s mouth appearing on the poster. However, the advertisement was designed to give impression that one can eat everything they want to at the stop.
Moreover, the product benefit is somewhat dwelling in ambiguity as the concept of the advertisement campaign is not exactly aligned with the product benefit in a logical manner. At the same time, for some this might not work as it has been seemingly at a two way highway. Moreover, the idea of the campaign has already been repeated many a times before. The text of the poster reads, ‘All you can eat rest stop’. The advertisement was designed by Demner, Merlicek & Bergmann, Vienna, Austria.
Via: Ads of the World