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“Digital OOH moment of silence”

Tomorrow between 8:46 and 10:03 in the morning, Clear Channel will flip all of its digital billboards to a 9/11 memorial graphic.

The company has put out a press release explaining why:

“Clear Channel Outdoor will observe a digital out-of-home (OOH) moment of silence for one hour and 17 minutes on September 11th. More than 450 of Clear Channel’s digital billboards in 23 markets across the nation will display the OAAA’s rotating memorial ad creative, reading “Pause and Reflect,” to commemorate the moments on September 11, 2001 during which American Airlines Flight 11 collided into the World Trade Center’s landmark North Tower, United Airlines Flight 175 impacted the South Tower, American Airlines Flight 77 hit the western side of the Pentagon in Arlington County, Virginia, and United Airlines Flight 93 crashed into a field near Shanksville, Pennsylvania. Following the digital moment of silence, the creative content will run once per minute throughout the duration of the day.”

The OAAA mentioned above is the Outdoor Advertising Association of America, a trade association working with Clear Channel and (presumably) other outdoor advertisers on this campaign. Clear Channel Airports is also doing something similar with its airport signage.

Like the other 9/11-themed advertising I’ve been skewering this week, I feel like this is a company’s attempt to piggyback on a tragedy to promote a product.

Terrible stuff happened 10 years ago. What the hell does that have to do with digital billboards?

— By Daryl Lang. Filed under Advertising

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