Without wanting to give this rather banal message artistic qualities it doesn't merit, it had clearly succeeded in one respect - it had drawn the attention of a child and made him smile. The message of the ad itself is exactly what we would find in any media or on any support, but it is the technique adopted here which interests me.
Seen from the front again, it is clear that the desired effect is to make it look like a casually pasted creation on a blank wall. Looked at quickly, it could be just another wheatpasted poster on the city walls, but the second glance draws your eye towards the message.
It doesn't surprise me in the slightest that advertising agencies should try to occupy this territory, but what could this mean for the future of wheatpasting? These techniques have been used by street artists for many years (going back to Blek le Rat), and have always been very efficient ways of communicating a message, but if advertisers begin filling up these wall spaces with similar creations, will the artists have to look for new ideas and new ways of communicating?