Yamaha Motorcity

The bad copy-ad

Today we threw away the communication manuals. We trashed years of studies on alignments and perfect readability. We even put aside our sense of aesthetics. Why? To speak to a very, very specific target: people stuck in traffic, in their cars, swearing under their breath. In Genoa, we know this well—it’s not a niche. It’s basically a whole population. The ones dreaming of having two wheels under their seat, while watching yet another scooter rider slalom between cars.

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So what did we do?

We slapped a copy-ad right on the back of buses, downtown and in the western part of the city. A message that’s a bit annoying to read, with a font that challenges you: you can only read it if you’re close enough. And if you’re close enough, it means you’re stuck. In traffic. Perfect.

It sticks in your head because it makes you work for it: reading to the end while wondering why you still don’t have a two-wheeler. The answer? Easy: it’s at Motor City. And maybe next time, you’ll be looking at the traffic jam in your rearview mirror—on a shiny new Yamaha.

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