"Athough other commentators have accused this billboard of only being effective 50% of the time [that being at night...when it's dark and the lights go on], because it's sponsored by Eskom (the South African state electricity provider), it makes sense. You clearly only use lights at night - so to us it makes perfect sense...and in winter in Joburg more people are driving home at night in any case.
However...it's all very well not to waste electricity, but what about all that paid for advertising real estate that they're wasting instead?" Cherryflava
I think its a cool ad, the fact that so many South African's have a negative image of eskom, and the fact that they DO have the monopoly. It doesn't matter that they telling the public to use their product less, its about casting themselves in a good public light (no pun intended).
Anyway I think Its really cool, and as much as I'm probably immune to that kind of brand advertising (being a cynical graphic designer) I still think it works well to achieve that. via Cherryflava