Prestige skincare brand Murad is embracing out-of-home advertising for its latest campaign, marking the return of this medium. The campaign, titled “Not Your Ordinary Serums,” features the brand’s Retinal ReSculpt Overnight Treatment and Retinol Youth Renewal Serum. Murad is deploying its first-ever Times Square billboard along with 30 other billboards in New York and Los Angeles. The campaign also includes wild postings, connected TV ads, and consumer events at Sephora stores in the latter half of 2023. The ads direct consumers to a landing page with a QR code for an interactive game, offering prizes like discounts, product supplies, and travel products. Murad aims to showcase its expertise and ingredient-focused narrative in this approach, capitalising on the growth of the billboard category in out-of-home advertising.

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