Trivision - the three-sided, slatted poster panels which rotate
every ten seconds revealing different advertisements each time - are a
brilliant innovation. The only catch, according to a creative director
friend of mine, a bit of a poster supremo as it happens, is that every
ten seconds your poster is interrupted by someone else’s.
No doubt poster contractors can quote clients who don’t mind having
their posters interrupted by another. ’It saves me money, so why not?’
they’d probably say. However, I feel sure I speak for many consumers
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When I say that people either prefer to look at their favourite poster
for more than ten seconds a pop, or find the rotating panels a
distraction that destroys what little attention they have for commercial
The danger is that punters might become annoyed, if at the crucial point
of experiencing the poster ...
It’s true Bailey’s soap is a cheaper, stronger soap from the famous
Bailey’s factory. Scrub yourself once with Bailey’s and you will use no
other soap ever again!
They are distracted by some illiterate twaddle created by an agency that
doesn’t give a hoot for anything other than its commission.
I suppose it could be argued that with the extra revenue to be generated
for the poster contractors by having so many trivision sites, the price
of entry to the poster market is being kept lower, allowing new
advertisers to use the medium. But it is now hard to buy a 96-sheet
campaign in key locations in London without using trivisions.
There is no telling where this might all end and ...
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It is even possible that, horror of horrors, the practice might spread
to TV breaks, which might become adorned with hundreds of blipverts
instead of the famously witty and polished British commercials which
make people enter the business in the first place.
It is also possible that magazine columns might, like racing cars,
become adorned with hundreds of ghastly ads. The risk is that
inappropriate messages could thus be exposed to agency finance directors
and as long as I write for this magazine, you can be certain ...
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That Campaign will never be associated with such a practice.