As the Skipedia team were looking through the latest issues of the snowsports magazines we noticed these two ads for Polartec NeoShell (‘the most breathable waterproof fabric ever’).

The first, from one of the standard A4-shapes magazines, tells the basic story (that Neoshell gives you more air) using a picture of unhealthy-looking pro rider Nick DeVore:

A4 ad...without the jacket

But the second ad, which is able to use the extra width of ‘InTheSnow‘s large format display, includes an image of a jacket as well. Result – the message is that much more clear.

Widescreen ad...with the jacket

This type of tailoring doesn’t work for every campaign, but we liked this as an example of getting the most out of advertising, working to get a complicated message across.