Ad Nut
May 23, 2018

Reasons to love the 'world's most boring billboard'

Swedish wood protection brand Sioo is leaving the same billboard in place for 12 years to prove the durability of one of its products.

During a week in which Ad Nut's mind has been bamboozled by Apple's new Aminoji karaoke video, confused by NEC's identikit dancers ad and thoroughly, comprehensively maddened by MRF's attempts to sell tyres with videos of people playing jenga in cars (still angry), it was a huge relief to open the inbox and discover a campaign by Stendahls that is so soothing and low-tech that it makes Ad Nut want to hunker down in a clapboard house beside the sea in Scandinavia and read books about hygge in front of a roaring fire. 

Sioo, based in the western Swedish city of Gothenburg, makes and supplies wood protection products. To promote the 12-year-long protective capabilities of its SiOO:X offering, which promises to spare wood the ravages of weathering, discolouration, algae and all sorts of other threats to dead wood that Ad Nut never usually has cause to think about (because Ad Nut lives in a living oak tree), Sioo has taken out a 12-year lease on a triple-sided billboard in the exceptionally rainy city of Malmö, filled it with SiOO:X protected wood and branded it 'The World's Most Boring Billboard'. 

Job done.

In 12 years' time this might look like a pretty tedious way to prove a point—but for now, as an ad that's contrary to all that's fast, high-tech, and ever-changing in this world, this might just be Ad Nut's favourite campaign of the year so far. 


Advertising Agency: Stendahls, Sweden
Chief Creative Officer: Martin Cedergren
Copywriter: Mikael Andersson
Art Director: Josefin Thor
Account Director: Jens Flensburg
Production Manager: Anna Lotto
Film photogragher: Jens Dohnberg
Graphic designer: Samuel Forsström
3D Artist / Motion: Carl Björndal

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

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