Rarely does an example of perfectly formed advertising come along but we've found an example in a brilliant Timothée Chalamet billboard. Featuring nothing but the actor sitting in some grass, unlike most billboard designs there's no hint of what exactly the the advert is for beyond the brand logo placed nonchalantly to the left of Timothée. And that's the beauty of it.
Created by financial services app Cash App, the billboard is part of a wider campaign that positions itself apart from the way finance products normally promote. There is no hint of functionality – no list of features or services Cash App provides. It's advertising through cultural relevancy, selling on 'vibes' alone – relying on Timothée's brand to promote its own. The styling, star and self-assurance is akin to a fragrance or car ad – the brand is leaning into on those things to make people stop, look and assume they should know what Cash App is due to those signifiers.
