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The Worst Plastic Surgery Billboard Ever.


Wow. This may well be the worst plastic surgery billboard I've ever seen. In fact, it may be the worst plastic surgery ad too.

This is what happens when someone in the clinic thinks they know marketing and advertising.

I've actually seen this billboard. It's along I-15 in Utah and I've driven past it a few times. Each time shaking my head in utter disbelief that anyone describing themselves as an 'aesthetic specialist' could be attached to such bad taste. (And the actual design is worse. Quite obviously the work of a $6 an hour kid that's still in high school.) How could anyone think that this would move a woman to get plastic surgery?

The Gateway Aesthetic Institue & Laser Center is the cosmetic dermatology practice of Dr. Mark Taylor but there's usually a plastic surgeon to be found. I guess now it's 'Dr. Heidi'. According to the Gateway Aesthetic Institue's web site, Dr. Heidi is actually:

Heidi Regenass, M.D., a board certified plastic surgeon who comes to Gateway Aesthetic from Phoenix, Arizona, where she owned her own successful practice.

Dr. Regenass brings an international flair to cosmetic plastic surgery. Dr. Regenass specializes in plastic surgery procedures that rejuvenate the face and body, enhancing one’s natural beauty.

It may well be that this as was designed by Gateway Asesthic Institue and Dr. Regenass didn't have anything to do with it. In that case I feel sorry for her. It's got to be embarrassing to have your name attached to something this crass and trite.

What the Bad Billboard Project says about Dr. Heidi's boob job billboard:

My business used to be housed in an office a few feet from this billboard. Only it was a different billboard back then. I was driving by, saw this, and felt like I couldn’t pass it up. It is poorly designed, to be sure, but I’m not sure that matters so much, at least as far as getting your attention. Whether it would actually result in increased sales, I’m not sure. Probably, since many people don’t appreciate good design, either consciously or subconsiously. As for me, I’m thoroughly offended and would certainly never let Dr. Heidi get her dirty paws on me.

Reader Comments (7)

I have not, to this day, seen a single billboard ad for cosmetic surgery that I have really liked. This example is particularly tacky, IMO, regardless of the alleged skills of Dr. Heidi.

01.9 | Unregistered Commentertf

I agree - this billboard will drive people away, even after getting one's attention. What were they thinking? (or not)

01.10 | Unregistered CommenterFiona

Very nice site! is it yours too

01.10 | Unregistered Commentergökhan

Come on guys, or gals, lighten up. It's a joke. Maybe I find it funny and it does get your attention. It would probably be a better marketing strategy for men, sense woman probably would rather you believe they get these boob jobs for self esteem and to fit into a top better, but realistically you can't deny that there is a sexual aspect to it whether you admit it to yourself or not, boobs attract men, and woman like attention, even if it's from the hubby or man at home. Tacky, maybe a little. Realistic way to see boob jobs, yes. I think if she put a bunch of men smiling ear to ear on that billboard, it would be truly realistic, but using the baby angle tames it down and takes the sexual aspect down a few notches, but again woman don't like it to be seen that way.

Just my 2 cents so don't kill me.

Leon L.

02.5 | Unregistered Commenterleon

I dont know, I kind of find it cute

04.17 | Unregistered Commenterglennm

I'm a Graphic Designer, and I think this billboard does a good job for 3 reasons.

1) It grabbed your attention for the <3 seconds it takes you to drive past it
2) It is memorable as "the billboard of the babies looking at the big fake boobies"
3) It has you people talking about it that now it's broken out of the shell of an outdoor sign and now onto the internet.

I have never been to Medical Spa MD's website before in my life, but this post and the billboard it is about has grabbed even more attention. That is the ultimate goal: have as many people as possible see it at least once. That's why they put these signs on the side of busy highways 30 feet in the air with little regard to target market. The messege may be in "bad taste", but thanks to your rant about how terrible this billboard is, you have helped propell it even further. You have now made this billboard viral, if only slightly.

It's not nessessarily about converting sales either.

05.5 | Unregistered CommenterNick

I find billboards about aesthetic beauty to be a sad statement to begin with, but putting that aside, I think this billboard did the job. It has us talking about it, whether you like it or not. The message is disturbing to have any children associated with plastic surgery, even if it's for feeding purposes in their tiny little minds. But if we're speaking about the effect of the billboard on a marketing angle, it works....

05.26 | Unregistered CommenterLili

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