The problem with 3D billboards is that they need to be more and more ridiculously over the top to retain their original impact. The new Nike Air Max Day billboard is the perfect example, hitting us with robots, lasers, lightning bolts, bubbles and a giant scorpion across not one but two screens.
The dramatic barrage certainly commands attention, it might be one for our pick of the best billboard ads. I'm just not sure how motorists in Hangzhou are supposed to keep their eyes on the road – or where 3D billboards can go from here. Soon brands will need an entire block to merely raise an eyebrow.
