The PBS Video-on-Demand offerings are incredibly varied in subject matter and tone, and we had to figure out a way to represent the breadth and scope of what they had in a way that was quick to read and easy to recognize. We decided that a good way to really emphasize the diversity of programming was to juxtapose seemingly unrelated programs, creating “visual puns” similar in form but different in subject matter, that were then further tied together by the ad copy. The ads ran digitally via web banners, in outdoor bus sides, BART in train car and transit stations, and printed in local news magazines.