If I owned a product, I would be moving mountains to send him whatever he wants lol

“Would someone send this to their work group chat?” I think that’s an underrated way to judge a B2B ad. Especially when the alternative is another billboard telling me a company is “revolutionising” something. This one at Wynyard Station says: “Mind the steps. We’ll mind the pipeline.” It’s a fairly terrible pun. But put it on a train platform full of people heading to work and I can see someone sending it to their sales manager. That’s a much more useful creative starting point than trying to fit your entire website onto a poster. > Who’s going to see it? > Who would they send it to? > What would they say? We spend a lot of time thinking about this at Sentient. It’s easy to get caught up in what a brand wants to say and forget that someone needs a reason to care. What I like about Smartlead's billboard is how specific it is. You can almost picture the person it’s meant for. I’d love to see more B2B advertising that’s comfortable being a little unserious.