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The “Original Rude Boy” billboard fit the bill, and its builders were not bored. It certainly created shock, though I cannot say whether or not the actual brand got any bigger. One thing for sure, the Rude Boy has been put straight in the middle of a hot spot debate, though how long it will last remains to be seen….or not.
It appears the billboard was meant to appeal to every Rude Boy who saw himself as an upstanding member in society or those who could only face their reality. I am not sure about the messaging, as the Rude Boy seemed very small compared to the rest of a very big sign. Maybe I saw some shortcomings in the design for the bottle, but product placement was quite fitting.
Having listened to, and participated in some very heated discussions about the billboard, it was clear that the meat of the matter was the display. Maybe the billboard was meant to appeal to a Rude Boy who liked women in boots and fishnet stockings…I suspect a Rude Boy might prefer to call it “mesh stockings”… given the virile vernacular and vocabulary used in the streets.
One aim of the billboard was achieved, as the attention it drew from the souls of the sanitised to the salacious kept it on the lips of many. The differing views between marketing and morality opened up many opinions, but none of them focused on the Rude Boy. It is fair to say the Rude Boy was never mentioned even in a small way, suggesting his name and place was almost irrelevant. The true focus was on the bigger picture in some emancipated minds, even causing mention of statues in a closely named park.
I believe this billboard has reignited the conversation between artistic expression and overt openess. I also have no idea if the Rude Boy just happened to get caught in a campaign meant to promote boots and fishnet stock…sorry Rude Boy, mesh.
Maybe this issue in particular is meant to question whether the approval process has gone soft or if there is a need for stiffer regulations. The erection of this billboard placed every part of the message in the faces of many men, women and children. That seems to be the core of its controversy. Incidentally, I was told the billboard has been removed, causing most people who planned to see it in person, now being left to view it online.
Some say only fans of debauchery and decadence can defend the billboard, while others insist it is much ado about nothing. I am not sure if the average and typical Jamaican man will be eager to walk into a bar and shout, “yow gimmi two Rude Boy quick an fast”. Certainly, there are many women who, based on their taste in men, might go in search of a Rude Boy, if even to sample the product.
It remains to be seen if the Rude Boy will be a nine day wonder or go the distance with longevity in the marketplace. I suspect the marketing team is eating up all the attention, but let’s see if people put their money where their mouth is, or if another billboard will come soon.
by Rodney Campbell
