Recently I had the pleasure of keeping my brother company as he drove a U-Haul across half of Arizona and California. After the endless desert dotted with horribly designed billboards along I-10 and the vast nothingness along I-5, our very boring trip was brightened by cute ads at a 76 station.
First I noticed the Children’s Guide to Splattered Bugs at the pump. It was so unexpected that it took a minute for me to realize the flip side wasn’t the same, but another fun sign, Loosen up While you Fill Up, offering much-needed stretching tips. The campaign tagline, We’re On the Driver’s Side, is a clever play on the gas tank arrow. (One could debate this on more political level, but superficially it’s great.)
I did some digging, and it appears this campaign is credited to Venables Bell, and they get props for creating something with just the right amount of levity to catch attention without being over the top. It’s cute, clever, and got me to pull out my iPhone and snap photos. Job well done!