Sharp copywriting from Proactiv

Its not often that a Billboard catches my eye, but this one off Ohio St. in Chicago did.



Sharp wordplay, sharp photography and new territory for a brand that is now taking on the 'beauty' big hitters  such as Procter and Gamble and tapping into the more conventional aspirational messaging approach.  Read more perspective here from a  New York Times piece. Interesting to see if they divert more funds to this strategy.