In the heart of New York City, Times Square shines brightly as a hub of cutting-edge and creative advertising. Its vibrant lights and towering billboards have showcased some of the most unforgettable promotions in history. These billboards can be more than just ads – they can become cultural legends that leave a lasting impression on the Big Apple, and the world.
This week, Tongal has launched an exciting project with our new client, BritBox, for a creator to produce a dynamic cinemagraph that will be featured on multiple giant Times Square billboards. The moving image is promoting the streamer's new six-part police drama, After the Flood, starring Sophie Rundle as Police Constable Joanna Marshall.
Among the sites hosting the ad is the famous 17,500 square foot Nasdaq display, which is seven stories tall and wraps around the corner of 43rd St. and Broadway. And to celebrate this fantastic opportunity, Tongal creator Morgan Swank shares 10 of Times Square’s most memorable ads; recognizing their innovation, originality, and influence.
In 2010, Forever 21 held the grand opening of their flagship store in Times Square and needed larger than life advertising to go with it. Teaming up with Wildbytes and space150, the fashion retailer created the first-ever interactive billboard at the location, featuring towering models engaging with the bustling crowd below.
Thanks to cutting-edge computer vision cameras, pedestrians could see themselves projected onto the billboard in stunning detail. The interactive experience included the model snapping photos with a Polaroid camera, transforming individuals into frogs with a playful kiss, and using augmented reality to transform the surroundings — all in real-time.
The BritBox promotion isn't the first time that Tongal creators have seen their work on the big screens of Times Square. We have also worked on campaigns with Weight Watchers and Kraft to create attention-grabbing videos for the iconic location. And in 2017, we partnered with Disney to assemble a team of Star Wars superfans to write and produce a miniseries to unveil the new Rogue One toys from LEGO, Hasbro, Mattel, and more.
Mack & Tuck Productions and Kevin Ulrich were the Tongal creators behind the fan-created films, which were screened outside the Times Square Disney Store. Go Rogue went on to be named PRWeek's Best Global Campaign of 2017.
Coca-Cola's presence in Times Square dates all the way back to the 1920s. And in 2017, the brand officially unveiled the world’s very first 3D robotic sign in the iconic location.
The 68ft x 42ft sign consisted of 1,760 independently moving LED screens and took four years to create. During the reveal, Guinness World Records was onsite and awarded Coca-Cola two new records, for both the first and the largest 3D robotic billboard.
To unveil the Galaxy S8 in 2018, Samsung worked with R/GA to showcase the limitless possibilities of a phone without borders. Times Square, renowned as one of the world's busiest places, served as the canvas for a serene spectacle featuring an animated diver and whale.
Transforming over 40 digital billboards spanning five blocks and 12 stories, the square was seamlessly immersed into an oceanic realm, with the sheer magnitude and beauty of the billboards commanding global attention.
In 2017, M&M’s transformed Times Square into an interactive augmented reality arcade — or “ARcade” — as part of the launch of its new caramel chocolate candy. Fans used their phones to turn static billboards into a fun and interactive vintage arcade game experience. They just had to download a free augmented reality app from Blipper, and use it to scan one of the featured billboards, to escape into the #unsquare digital world.
In 2023, 2K Games enlisted the help of BCN Visuals to celebrate the launch of their game Marvel’s Midnight Suns and brought the Marvel Universe to life in an unprecedented way. Across an entire block of Times Square, the 3D billboard featured a three-story-high Hulk, Blade, and Ghost Rider bursting through the screens in this superheroic spectacle.
In 2009, Toyota unveiled a groundbreaking app, The Prius Experience, pioneering an innovative feature where users could craft designs on their phone to be showcased on a prominent billboard in the heart of Times Square. This interactive venture granted its customers an exciting opportunity to etch their artistic imprint into the annals of Times Square history.
In 2007, HP featured their spokeswoman Serena Williams fighting a robot across 10 different screens, including a 23-story screen in Times Square, in a cross-promotion for the US Open. Partnering with TFU Studios for the advertisement, it's a marvel of innovation and scale, featuring a racquet-wielding, animated Serena battling the machines across New York.
Best Buy’s E-Cycle Campaign
In 2010, Best Buy introduced a simple yet impactful advertising campaign in Times Square. Their "e-cycle" billboard creatively utilized recycled electronics to spell out their message, along with the tagline "No matter where you bought it, we'll recycle it."
This innovative approach garnered attention and highlighted Best Buy's commitment to environmental responsibility. Art Director Surf Melendez received the 2010 Obie Award for the billboard.
In 2011, Domino’s Pizza made a bold move — in the boldest place to do it — by allowing customers to post unfiltered reviews on a Times Square billboard. This clever marketing strategy, implemented through their Pizza Tracker app, showcased real-time feedback to pedestrians and tourists, reflecting Domino’s commitment to improving their product and service.
This initiative was part of a broader reinvention campaign aimed at addressing past criticisms and engaging customers directly. By embracing transparency and addressing their weaknesses head-on, Domino’s saw significant growth in sales, underscoring the power of authenticity and self-awareness in marketing.
If you're a creator who wants to be connected to world-class brands, please check out our Open Projects. Or if your brand is interested in unleashing the power of our global creator community on your content, learn more here.
