As people all over US wait for the first day of spring amidst bone-chilling winter weather, Paramount Picture Studio which is currently producing the popular show Baywatch Reboot partnered with Lamar Advertising to uplift spirit of thousands of commuters through this unique billboard ad reminding people that relief (spring) is in sight and to hold tight just for a few more months. The billboard also shows in slow motion the lifeguards approaching a beachgoer in distress.
Lamar Advertising has launched 52 such billboards all over the US. The campaign is powered by codes and programs from the National Oceanic and Atmospheric Administration website through an RSS feed. There are 3-4 different templates that run accordingly once the digitally enhanced billboards reach each RSS feed. The creative runs on basis of the current weather conditions of that particular location.