This fantastic subway advertisement for hair care product line, Apolosophy, certainly has a way of stopping people in their tracks – while they wait beside them. A fresh, playful out-of-home advertising approach (albeit an expensive one), the ad made it look as if a woman’s hair was blowing in the wind whenever a subway train came into the station. It introduced a new line of hair products without the typical, sleek look of other beauty product ads. As it says in a recent Adweek article, the campaign “erases the line between ad and environment,” and that is no easy task.

The ad, which ran in Sweden, was scheduled for a one-day-only presentation, but audiences responded so well that Clear Channel decided to keep it live for five more days “as a way for them to show the opportunities their screens can offer.”

The cool factor of this ad isn’t the only thing that’s interesting about it. If you look at it from a media perspective, what makes it interesting is that just a decade ago, a client would never be advised to run an out-of-home ad for one day and then abandon ship. It wouldn’t be worth the money. But because of the rapid rate at which the case study made headway, it may be worth the investment. Only time will tell.