Sioo:x Wood Protection is showing off how well its product performs against wear and tear with a long-lasting ad made out of pieces of a backyard deck in a campaign that merges product advertisement and demonstration

Sometimes the best way to sell a product is to show, not tell. That was the plan when Swedish wood protection company Sioo:x Wood Protection built the “World's Most Boring Billboard” to show off just how long-lasting its wood-preserving formula is.

The brand set up a billboard  advertisement outside of a shopping center in Malmö, Sweden made out of wood that was treated with a special protective formula. The advertisement will stay up for a full 12 years—until 2030—to prove just how long the formula will shield the wood from the elements.

While only time will tell how effective the product—and the advertisement—actually is, the idea shows how confident Sioo:x Wood Protection is about its formula, serving creative double duty as an advertisement and product demonstration all in one while offering consumers a humorous and unique campaign.

Watch the billboard's journey in the video below:

Sioo:x Wood Protection

Sometimes the best way to sell a product is to show, not tell. That was the plan when Swedish wood protection company Sioo:x Wood Protection built the “World's Most Boring Billboard” to show off just how long-lasting its wood-preserving formula is.

The brand set up a billboard  advertisement outside of a shopping center in Malmö, Sweden made out of wood that was treated with a special protective formula. The advertisement will stay up for a full 12 years—until 2030—to prove just how long the formula will shield the wood from the elements.