Who swallowed the logo? then throw-it-up!!!

Client: Americana – Hardees

Agency: UniExpo

Country: Kuwait

Year: August 2011

We are going to use this most recent example from Kuwait to learn what not to do in any ad specially an outdoor ad:

1- According to the VIPS formula (Visibility, Identity, Promise, Singleminded) this ad is missing the “I” for identity, who is sending this message?!!!!!!!

2- According to the AIDA formula which was later on improved to AIDCA (Attention, Interest, Desire, Conviction, Action) the “A” for Action is missing. What action should the recipient of this message take after going through all the stages of AIDCA?!!!!!!

3- The very nature of OOH (Out Of Home) does not lend itself well for long copy as the drivers barely have time to register your message in less than 6 seconds

4- It is a cardinal sin to omit the identity of the “Sender” in the communication process according to Shannon & Weaver communication model.

A logo (Greek λογότυπος = logotypos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. [1] The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.

NOW, New and 100% improved ad. They removed the small type under the burgers and added the Hardees logo just as we have explained a few days ago 😉

Special thanks to Mr. A.F.

2 Responses to “Who swallowed the logo? then throw-it-up!!!”

  1. August 29, 2011 at 5:09 pm

    FAIL !!! (Nice Eye, Louai.. Great job!)

  2. August 30, 2011 at 6:28 pm

    So it cost the client the reprinting and installation charges if they had approved the artwork and if they did not then the cost is bared by the agency but since it is an in-house agency then the client still ended up paying for the mistake on way or another ;p

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Louai Alasfahani


ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.

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