Projects: Swedish Subway Ad Trick Finds Its Way To New York


You may remember that clever hair products digital poster in a Swedish subway – where the model’s hair was swept by the tunnel winds of an approaching train.

The US Lifetime TV network has borrowed on that idea for a set of posters promoting a biopic about Marilyn Monroe. This time the subway’s wind blast  lifts up her dress, reminiscent of a scene from the film The Seven Year Itch.

Though this bit of trickery could probably be done with a wind sensor, the billowing skirts video sequence is triggered by audio levels reach 100 db, which is roughly the volume when a train comes into a subway platform.

These things are never quite as clever as copies, but few people in the subway system will know a thing about the original idea and execution.

Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
Dave Haynes


12+ year-old blog and podcast about digital signage & related tech, written by industry consultant, analyst & bullshit filter Dave Haynes.
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