Out of home

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Yahoo!: "A Nice Place to Stay on the Internet" Black Rocket, San Francisco

Creative directors: Bob Kerstetter and Steve Stone; account execs: Bob Ellis and Suzanne Reeves

A kitschy retro-vegas neon sign extolling Yahoo! is Ad Age's Best Out of Home Advertising for 1999.

The execution, posted along San Francisco's James Lick Skyway on an approach to the Bay Bridge, conjures up memories of garish motel signs from the '50s and '60s.

Underneath the purple Yahoo! appears "A Nice Place to Stay on the Internet." Another box on the sign reads, "Free e-mail, all U can eat buffet." And at the top, of course, that most-ubiquitous of all motel-sign words, Vacancy.

Erected last year, the sign has since been joined by a clone in New York's SoHo district. The maker of the sign was Atomic Props, St. Paul, Minn.

RUNNERS-UP:

Brighton Ski Resort: "Why Get Wedded" Spiker Communications, Missoula, Mont.

Two outdoor boards are side-by-side. On the left one, above the Brighton logo: "Why be wedded to one resort?" The right-hand board supplies the answer: "You're in Utah," an arch reference to the state's early history of polygamy.

Parmalat Fortified Milk: "Bulldog" DM9DDB Publicidade, Sao Paulo

Photograph shows a bulldog crouching, presumably in terror, while the giant silhouette of a cat looms over the canine. Only text on this Brazilian poster is, "Parmalat Fortified Milk. It helps you grow stronger."

Kraft Foods -- Toblerone: "Candy Ass" Y&R Advertising, New York

The elegant typeface on this two-toned buff poster belies the contentious message: "Kicking bon bons' candy ass since 1908." Under a photo of a package of the distinctive Toblerone triangular chocolates, this egalitarian message: "Made exclusively for everyone."

Mazda North American Operations

-- Miata: "Tan Lines"

Doner, Southfield, Mich.

A man stands on a beach in his bathing trunks, with the surf as a backdrop. His torso is tanned, with the exception of white stripes obviously caused by a seat belt and shoulder harness. Text: "The new Mazda Miata."

California Department of Health Services: "Sunset Blvd. Limp Cowboy"

Asher & Partners, Los Angeles

Another is a series of executions taking off on the Marlboro Cowboy, this one has the word "Impotent," in the familiar red Marlboro typeface, above the photo of a cowboy with a drooping cigarette in his mouth. Text at bottom: "Warning: Smoking causes impotence."

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