Adams Outdoor Reveals Secret Behind Rubber Duck Billboard Campaign
CHARLOTTE, N.C. — For months, drivers in all 18 Adams Outdoor Advertising markets across the country have been spotting something strange: billboards, posters, and digital displays covered in bright yellow rubber ducks. No logo. No slogan. No clue who put them there. The citywide takeover sparked online chatter, in-person conversations, and plenty of wild guesses about the ducks’ meaning.
Today, the mystery is solved. The ducks were part of a bold, company-wide “tease and reveal” campaign designed to showcase the unique power of outdoor advertising. Adams’ AdLab – our in-house, award-winning creative team – designed every facet of the campaign, which included storytelling, custom creative, unique billboard extensions, and the production of more than 1,500 real-life rubber ducks.
“Outdoor advertising works because it’s part of people’s everyday lives,” said Josh Scharfberg, Chief Revenue Officer. “When you pair strategic placement with a creative hook, you can create a viral campaign that everyone is talking about. The ducks proved just that. Our goal was simple: if we can create this kind of buzz for rubber ducks, imagine what we can do for your brand.”
Now entering its “reveal” phase, the 12-week campaign’s copy is being updated to further spread awareness. Customers and communities can expect real-life “duck drop-offs” and client shout-outs over the coming weeks, keeping the momentum – and the fun – going strong.
The Duck Campaign will continue through October 19, 2025, with fresh creative rolling out to complete the story. You can follow along here.
About Adams Outdoor Advertising
Adams Outdoor is the nation’s fourth largest out-of-home advertising company and the largest privately held. Across key U.S. markets, Adams transforms everyday spaces into unforgettable brand moments with a premium network of static and digital billboards. Fueled by creativity, innovation, and a deep understanding of audience behavior, Adams helps brands stand out, spark conversation, and drive results.
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