In 1925 Allen Odell gave his two sons Leonard, and Allan, $200 to purchase some scrap lumber to construct one of the most creative advertising promotions in the history of advertising. He had them make signs 8 inches by 36 inches filled with humorous, whimsical, homespun wisdom, and positioned them at intervals along major highways. For about 40 years these signs were a part of the American landscape until the cars started moving too fast for any one to read them, and the original Burma Shave company was purchased by a large conglomerate that suspended this marketing idea. Yet, most of you that remember this era, also remember the name Burma Shave.
In the last year, or so, Oak Realty started there own Burma Shave ads on the bottom part of its billboard in front of its national headquarters in Annandale. The words of wisdom, and whimsical sayings have changed with the times, but for the countless commuters that drive by and read the sign on a regular basis, it gives them something to ponder as they venture to work in the morning and when they return again in the evening. For others it’s when they drive up on the weekend and return again the following weekend.
People have commented about the sign and say it makes them chuckle, or think for a moment before they say “Oh. I get it.” Sometimes they said they couldn’t read in the first pass so they paid more attention on the return trip. Some are too focused on the hood of their car, or their cup of coffee to even notice where they are at, much less to have the time to look around and read a billboard.
The theme on the billboard changes by a list of “The Top Ten” that is created on a random seasonal pattern. And the entire list of the top ten cannot always be posted because of a lack of space on the billboard. How many times has the sign changed? We’re not even sure of the number. We’ve tried to keep it changing every week or two, depending on the weather, and Steve’s state of mind.
Note: (You see Steve is the one that has the laborious duty to drag the ladder out to the sign and change the lettering.) My job is to just keep a list of Top Ten coming, on regular basis, so there is always something new to post.
Mike
