As a resident of Battersea I travel through Nine Elms everyday. Now, for those of you that don’t know, this is the site of the infamous Battersea Power Station – a majestic, iconic building that has been lying derelict for many years. The immediate area is a wasteland – the space of which is hard to come by so near to central London – but in turn this means lots and lots of sky space for advertising boards. Big boards. I have heard them referred to as the ‘big 5’ or 7 or something… They are clustered around the strip just in front of the power station and agencies make the most of the space with some punchy campaigns. Recently, Wieden + Kennedy for Lurpak – the ‘food rainbow’ arched up and over the board itself.
Most notably, the controversial Reebok ‘Reetone’ campaign which featured the bodacious body of Kelly Brook (whose brazen curves I had to endure for weeks in the summer of 2010…). This campaign was reported to have actually caused road accidents, by lascivious male drivers hanging out of their windows to catch a glimp of Brook’s 40-foot lady humps. The Daily Mail reported on this and oh look! There she is, with the power station looming in the background…
So we know exactly where those boards were. Its lucky I didn’t get mown down on my bicycle by some salivating white van man..
So, what instigated this observation? Currently the boards are sporting another driving hazard campaign for a car brand that sports long sentences, with some key consonants removed. SOMWHT LKE THS. Now, being a passenger yesterday, I could give these messages some decryption, but if a driver starts wrapping his brains (literally) around these boards, who knows what could happen.
I enjoy the innovative use of space, but perhaps they should call it ‘Rear-Ending Lane’ or something.