LOS ANGELES-Moss killer, slug bait and fertilizer don’t seem to be products that cry out for offbeat ads.
But that didn’t stop Borders, Perrin & Norrander from spicing up its first work for Lilly Miller’s garden products.
Simply constructed, each of three outdoor ads positions a headline and product shot side by side on a light green background. “Grass hasn’t been this good since the ’60s,” jokes the ad for Ultragreen lawn food. “Short. Green. Furry. Let’s kill it,” reads one for Moss-Out lawn granules. And for the client’s slug and snail bait: “Unhappy trails.”
Not everyone is amused. Michael O’Rourke, CEO of the Portland, Ore., agency, said the client has fielded calls from drug abuse prevention group D.A.R.E. protesting the marijuana reference in the Ultragreen ad, and from animal rights groups upset with the Moss-Out ad.
“If you create advertising with any kind of an edge to it, especially with humor, you’re probably going to offend someone,” O’Rourke said.
The boards are running in the Northwest through June. ƒ