Developed by Cummins & Partners and placed on Ooh Media billboards, the new Jeep ad shows a Cherokee next to a tent and lake and, during a 24-hour period, the ad changes to show a glowing moon, light within the tent and stars.

The effect is created by strategic lighting that makes the highlighted areas glow as the day turns to night.

Ooh Media chief commercial director Noel Cook said in a statement that: “Classic billboards have always been recognised as a powerful medium to get big brand impact, create awareness and communicate a key message to audiences in six seconds or less.

“The added dimension of special builds ensures the campaign creates a deeper level of engagement and amplifies the brand fame opportunity,” he said.

“Special build signs stand out, making them unmissable.”

Mr Cook said classic billboards remained a powerful and effective medium for advertising despite the growth in digital.

“The flexibility of classic billboards is limitless,” he said.

“By going back to basics and using special builds on classic billboards, these brands have demonstrated how advertisers can achieve additional cut-through in a digital age.”

The ad was created by Cummins & Partners for Jeep Australia for the new Jeep Cherokee.

By Neil Dowling