CTA advertisement: "Less Than Perfect"

November 6, 2009 3:57 PM

[Chicago Filter] Does anyone know anything about the "Less Than Perfect" ads running on the CTA?

I would love to know the origin of the ads that have been showing up on the trains recently. They're all black with plain text, and say things like:

"The guy who forgot to shower this morning. Again."
"The public-display-of-affection-couple."
"The guy who sings along to his iPod. Poorly."
"The woman who gives her shopping bags their own seat."

And they have a little thing that says "Less Than Perfect:" in the upper left-hand corner.

Anyone know what this might be about? There's nothing else on the signs, and they're not (overtly) advertising anything. Google only returns results for that sitcom from a few years ago.

My boyfriend thinks this is the CTA trying to be hip, but I say the CTA is too broke to be edgy where someone else could pay for advertising, but he thinks that there aren't enough paying advertisers so the CTA is just filling the space. I wanna know!

posted by phunniemee to grab bag (12 answers total)

I think your boyfriend is right. I don't live in Chicago anymore but if it's anything like most transit agencies I see, they're having a hard time selling their ad space. Especially on the ads that are supposed to run along the top inside of buses and subway cars, I see lot of nonprofits and PSAs which means they don't have anyone else to pay for the space. As a nonprofit board member myself, we found it very easy to convince a local transit agency to place our announcements about a art show we were having. For free.
posted by otherwordlyglow at 4:34 PM on November 6, 2009

I think I have to agree. If there were something being advertised I would think it would be google-able. It's a good idea for the CTA though because the ads don't scream "We couldn't sell this space!" because you assume it's selling something you can't be bothered find. And it reminds people to mind their manners, which the CTA is always into promoting.
posted by amethysts at 4:39 PM on November 6, 2009

This isn't much help because I can't remember the details. But your boyfriend is wrong; it's definitely for a product.

I've seen similar ads on TV with one joke and then the product. I've also seen the ones you are referring to on the CTA -- except when I originally spotted it, the run of ads ends with what the product is. However, on Wednesday night on the Brown line, I, too, saw the string of ads but without the end one explaining what the product is.

I'm just can't remember for what product it is advertising, which is, of course, hilariously ironic and not helpful. If I see the ad on TV again (possible though TiVo makes it less so) or remember the product (significantly less likely), I'll post in here.

(I only remember this because when I saw it on Wednesday, I was amused to think that some clever anti-advertising vandal is stealing just the one that actually does the product shilling.)
posted by MCMikeNamara at 5:25 PM on November 6, 2009

Just chiming in to say I was wondering the same thing just today on the orange line. I was thinking we might get the advertising punchline in a week or two, after we've been pondering the posters for a while. Obviously it's a pretty good advertising campaign, if that's what it is.
posted by pitseleh at 7:06 PM on November 6, 2009

I highly doubt it's CTA house advertising: their ads tend not to be particularly clever or well-designed, and they'll just leave the space blank if no one's bought anything.

My guess is it's the "teaser" stage of a two-stage ad campaign and in a couple weeks there will be new creatives with the brand revealed. I recall Gatorade did something similar earlier this year with signs on some of the train platforms - the initial phase was text on a colored background, and a little bit later they added the trademark lightning bolt. I've seen other ads like this too. It seems to be a pretty common gimmick, especially on the CTA.

A less likely possibility is that it's someone's art project. People occasionally put up fake ads on the trains for various arty reasons.
posted by Metroid Baby at 7:47 PM on November 6, 2009

I could see it being the CTA poking fun at itself (and myabe they got new PR people). But I can't see the CTA accepting ads from a company that pokes fun at the CTA.

It kind of reminds me of another sitcom, Mad About You, when Paul and Ira muse about subway ads that just say "Who Cares." I forget if that running gag was ever resolved.
posted by TheSecretDecoderRing at 8:26 PM on November 6, 2009

No, if you look at either end of the train car, there's a small poster for (I believe) Keurig Coffee Makers that say 'Perfect every time.' I believe that's the brand, it may be something else that I'm misremembering, but it's definitely a coffee maker. Next time you see the big large ads in the train cars, look at either end over by the doors to the next car-- it'll be there.
posted by shakespeherian at 8:51 PM on November 6, 2009

shakespeherian: I have noticed the Keurig ads recently, too, but I have no idea if they're all on the same cars and had no idea they could be related. I'll definitely be paying closer attention now! I think you must be right, because the Keurig ads for sure say something like "the perfect cup of coffee for your imperfect commute."
posted by phunniemee at 9:11 PM on November 6, 2009

It's the same typography and color scheme on the small posters, as well. I'm 100% certain they're the same campaign.
posted by shakespeherian at 9:18 PM on November 6, 2009

The ad agency Street Attack says it was a campaign for Keurig. Evidence here.
posted by inturnaround at 9:39 PM on November 6, 2009

Er, I mean, here.
posted by inturnaround at 9:40 PM on November 6, 2009

Chicago has a ton of ad agencies, so the cta is a natural candidate for media buyers who know the territory. probably a campaign. the writing sounds better than what cta springs for.
posted by patricking at 11:30 PM on November 6, 2009