When The Subways Don't Suck

TBS Takes Over the Shuttle to Push Baseball Playoffs and Maybe Usher in a Paradigm Shift for Ads

Part of my regular commute involves taking the subway shuttle between Grand Central Station and Times Square and back. It's a quick ride, unremarkable on a good day. Except when it's not.

The shuttle trains have become a breeding ground for innovative ad campaigns that effectively do a full body wrap around the cars, inside and out, with a single theme that basically takes over just about every inch of real estate save for the windows.

The Wildlife Conservation Society, which runs the local zoos, HBO, for a "Deadwood" campaign, and HGTV have taken the plunge. These has been increasingly common on buses, but it's more striking when three or four subway cars are tricked out all over.

Now, TBS has one-upped with a full-wrap that includes TV screens to promote its baseball playoff coverage. Even depressed Mets fans, like your faithful correspondent, know when to say wow. Four screens in each car (on the shuttle that runs on track 3, for you subway geeks) are showing random baseball clips. But the cool part comes when the playoffs get cranking, and they'll show highlights from the previous night's games. It won't be anything you couldn't catch on SportsCenter, but it'll give you someplace else to look when the panhandlers come through.

Given the usual desultory state of subway ads (excepting you, Monroe College) that often mirror the quality of the service, one can only hope for more of the same on other lines.

Dr. Zizmor and Zoni Language Center? Yer, out!