Holy Cow, Specs Appeal!

A highway outside of Santa Fe, N.M., was the scene of a bizarre advertising stunt recently involving several thousand motorists, an auto dealership and a 12-year-old dairy cow named “Specs.”
Operators of the advertising resource Web site Paintedcows.com last year decided to create the world’s first “Ad Cow” to promote the launch of their new site.
Paintedcows.com partner Scott Karlson found a local Ford dealer who was willing to advertise on a cow. The red-and-yellow logo of Capitol Ford was painted in nontoxic face paint on one side of the cow, while the black-and-white logo of Paintedcows.com covered the other flank. Then “Specs” was let loose in an enclosed pen near the highway to act as a bovine billboard.
With the wisdom and experience of one Ad Cow behind him, Karlson says newcomers to this medium should be prepared.
“We didn’t consider a few things,” Karlson said. “We found out this cow not only had very sharp horns but had to be tied to a fence” for the seven-hour paint job.
His trade secret? “We gave her a warm bath before painting, then she settled down. She acted like a pet by the end of the ad campaign.”
–J. Dee Hill