The Mysteries of Billboard Advertising Part 2

The riddle of “The Yes” billboard has been resolved (sot of).

“The Yes” was a teaser campaign for Rogers and Hollands Jewelers “Creating Forever” promotion.

Here’s my question.  What is the purpose in adding the definite article “The” to the word “Yes” on the teaser boards?

He: “Would you marry me?”

She:  “The Yes!”

As a teaser the single word “Yes” would have been powerful.  “Why is she saying yes?” is a more engaging question than trying to figure out what “The Yes” means.  Unfortunately, we’ll never be able to figure what “The Yes” meant because the words do not appear on the new boards.

I’m not a big proponent of “teaser” ad campaigns for local businesses.  Wasting dollars hoping someone cares about your upcoming announcement is a losing proposition.  If you have something to say on a billboard say it in 8 words and 1 picture and hope someone notices.  Speaking of 8 words and 1 picture, the new billboard shows four women but only 3 rings.   Someone is going to be very disappointed.

Finally let’s assume that the billboard piques your interest.  You go to and find no reference or link to the ad campaign.  Only by going to will you discover what they’re talking about (sort of).

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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