uxstudio

Today, smack-dab in the middle of downtown San Francisco’s Union Square, we came across a gigantic, multi-story advertisement featuring David Beckham in his skivvies. OK, so the guy is ripped…but do I need 5 stories of this shit rammed into my brain? Not subtle at all. The ironic thing was that I didn’t process or remember what was being advertised (Emporio Armani). After we left the square, I kept thinking it must have been CK (Calvin Klein) since it featured someone in underwear. I had to look at the photos again to be sure. Beck over-dominates Union Square + the brand. While it’s good branding for him, I’m not so sure about EA. Maybe he paid them? Perhaps it’s co-branding?

At any rate, contrast the above to an Apple billboard atop a building at a right angle to Macys.Check out the scale of the ad relative to the building and the overall environment. It even plays well with the exalting statue that is the central focal point of the square.

As we got ready to head back down the peninsula, we walked the few blocks to the Powell street BART station and were treated to a delightfully staged branding experience by Apple. Entering the station, there were what appeared to be a few, random, rainbow-colored, iPod dancer posters up. Progressing to the center of the station, we were treated to a full on iPod branding experience. The posters, walls, and columns were all covered with various iPod, rainbow dancers. Apple had rented out all of the ad-space in the station and had even appropriated some of the architecture. I tried to imagine what it must feel like to emerge from the dingy BART subway into that overwhelming symphony of color and form–and then to have it slowly dissipate as you emerge from the station (remember we only got the entry effect). Well done Steve…thoughtful, arty, and tasteful.