WMG – Professional Blog

This billboard advertisement for the Iron Mule Restaurant & Bar breaks the fourth wall with a digital rendering of a mule kicking, its hind legs breaking through the billboard. The appeal used to evoke an emotional response is humor. The mule is kicking its legs to the left, which, along with the billboard text, indicates that the restaurant is on the left.

The objective of the ad campaign is to get drivers to stop at Iron Mule Restaurant & Bar for a meal. The target market for the ad is hungry drivers traveling to various destinations. The action the ad wants the audience to take is to stop at the restaurant in a few miles and dine. If the action is taken, the audience will benefit from a good meal at the restaurant and get off the road for a bit. Specific reasons customers would visit the restaurant are the ad’s humor and the delicious-looking sandwich on the billboard.