While SpacingMontreal doesn’t officially endorse any particular political party during elections, we do, however, often focus on election signs when they inevitably spring up during election time and discuss various topics surrounding them, usually their effect on public space (Christopher DeWolf’s article, directly below, being an example). This evening’s rain storm forced my bike and I onto the Metro and, upon exiting my train at Jean-Talon station, I was greeted by this election ad for the NDP on the wall.
This ad in particular is notable for many reasons, the first being that it is just incredibly clever. The use of the Metro map, a very familiar sight for Metro riders, to take you through the party’s platform and talking points, with their logo as the terminus, is an ingenious way to get riders’ attention and to clearly articulate their message. Using the orange line is an obvious but nonetheless effective part of the ad. Finally, the tag-line “Suivez la voie du changement, prenez la linge orange” pretty much exhausts the metaphor but is again, very effective.
Another thing I appreciate about this ad is that it is completely Montreal-centric in its presentation. The use of the Metro imagery, playing off the STM’s use of colour to distinguish different lines and using Montreal’s system of terminating lines with the terminus name are all fairly specific to the Montreal Metro. Furthermore, it shows that the NDP, in using Montreal-specific imagery, intends to be a serious contender in a city that until the recent by-election in the riding of Outremont, has generally ignored the party, opting instead for the Bloc or Liberals.
This isn’t the first time advertisers have used the Metro map in advertising campaigns. A recent example was posted here last March for a brand of gum extending the Metro lines to far away destinations to demonstrate how long the gum’s flavour apparently lasts. The post also makes mention of past advertisements that employed the same idea, likely, with a great deal of success.