The next generation of out of home (OOH) digital advertising is with us, as Netflix advertise the new Resident Evil series with an astonishing hyper-realistic billboard. The Drum reports that the 3D billboard currently on display in Times Square in New York is so realistic, that viewing it can be an unsettling experience.

So, is this just the next logical stage in vying for the attention of passers by, or a step too far? At, first, the angry creature appears enclosed in a glass box, and then it appears to punch its way out and leer menacingly from the outside of the box. Some commentators have criticised the ad as too frightening. 

While advertisers are looking for a strong emotional response to make an impact on an audience, is this a step too far? 

Heawon Yoo, executive vice-president, marketing, Lightbox OOH Video Network, told the Drum: “The advertising on 3D billboards continues to impress me with its creativity. Netflix’s Resident Evil is meant to startle, and perhaps scare, which I think it totally succeeds at.”

He added: “Some may question the appropriateness of such frightening imagery in a public space, but I think there are a few qualifiers that stop it from crossing a line. One is the fantastical aspect of the creature. I liken it to Jurassic World dinosaurs – they’re scary, but they don’t currently exist.”

Yoo also pointed out that Times Square is an environment that is used to pushing the cultural boundaries, perhaps suggesting that a New York City audience are more desensitised to the strange and outlandish goings on in their environs than at some other locations. 

Whatever your personal take on the ad, it’s hard not to be impressed at the level of technical skill on display, and wonder what might lie ahead for the future of LED screens here in the UK.