On November 1, Clear Channel rolled out a new wrinkle in outdoor advertising by fitting the tops of 50 New York taxicabs with plasma screens that flash motion graphic advertisements at pedestrians. Ultimately, the radio and outdoor giant plans to install 200 such screens atop New York cabs. The first campaigns to run on the platform come from New York's So Animation. "The creative challenge was satisfying pretty savvy broadcast clients with this medium," says So creative director Lauri Salladay. "There is a certain complexity of motion that people expect. They need it to look like their television station."
The first campaign, which ran through November, promoted programming on the Madison Square Garden (MSG) network. December's campaign promotes Radio City Music Hall. At the moment, the signs -- which were programmed in Flash -- feature bright colors and animated still photographs, rather than video feeds, although the latter can be supported by the technology. "In the beginning, we wanted to stress the system as little as possible," Salladay says.