Digital License Plates

Digital billboards are one thing, but digital License Plates? Are you kidding me?

Have you heard that the California Legislature’s is considering a bill that would allow digital advertising on car license plates? This is being considered only because of our multibillion dollar deficit.

The Concept goes like this:
The license plate number would remain visible at all times, however when the vehicle stops for more than 4 seconds (in traffic or at a red light) a digital ad would appear.

But wouldn’t it be more interesting if the plates changed while you were driving? Here’s the scenario:
The police are chasing a car and they are trying to radio-in their location for assistance with the description of the car. It’s “a blue Chevy Malibu with license plate number Drink Coke and Set Yourself Free, traveling north on the I-5 Freeway and just passing the billboard reading Stop Child Obesity in our Schools…”

I love Out-of-Home Advertising because it captures people when they’re on-the-go and out enjoying life. Billboards, Wallscapes, Bus Shelters, Wrapped Buses etc., they’re big and bold just like life itself. But License Plates? I’m sorry, nothing compares to the real thing.

I think we need to leave license plates alone and let them serve the purpose for which they’re intended: identifying cars and aiding the police.

Out-of-home does not need any help thank you very much! It’s already a fun, creative and current medium, it doesn’t need dangerous futuristic Jetson’s gimmicks to make it unique or alternative.