Fake Out of Home (FOOH) Advertising
Introduction
Fake Out-of-Home (FOOH) advertising is a new short-form format that combines video footage of real-life locations or popular attractions with 3D elements generated by CG (computer-generated) technology. For brands, these hyper-realistic adverts create a visual illusion of bizarre or impossible scenarios as if they were real. They are typically short (10–15 second) video clips designed to be shared on social media platforms such as Instagram, TikTok, or YouTube. Consequently, advertisers are becoming much more proactive with FOOH as ‘lower production costs, better delivery times, as well as greater availability, scalability and flexibility of content allow a focus on what has previously been an undervalued and underutilised category.
Learning Objective
· To explore the concept of FOOH and analyse the factors contributing to its integration as a promotional tactic by brands.
Fake Out of Home (FOOH) Advertising
Big Ben wrapped in a giant North Face jacket or spitting out designer Victoria Beckham handbags? How about a Marvel-themed lorry trapped in a spiderweb and protruding out of the Eiffel Tower? These are just a few examples of a new promotional tactic called ‘Fake Out of Home’ (FOOH) advertising. The innovative approach is not just a fleeting fad but a strategic evolution in marketing that leverages the power of illusion and creativity to deliver impactful, memorable campaigns. There are several reasons FOOH is gaining popularity and offering advantages to marketers.
Attention & “Wow” Factor
FOOH stands out in a crowded media environment. The hyper-realistic visuals and the blending of reality/fantasy often trigger a double take (“Is that real?”), making people pay attention. That surprise or disbelief is key to capturing engagement. Furthermore, because it’s unusual and visually striking, FOOH tends to break through the noise where typical adverts, such as banners, billboards, or standard digital displays, can get ignored.
Social Media Integration
Once posted, FOOH adverts can spread rapidly on social media. People share, comment, and discuss because the concept is fun, surprising, or even surreal, whilst organic sharing amplifies reach beyond what a traditional billboard space could achieve. Also, because FOOH isn’t limited to one location, it can go global, giving brands potentially worldwide exposure with the same asset and social platforms favour short-form, visually striking content, exactly what FOOH produces.
Cost-Efficiency and Flexibility
Deploying a physical billboard, especially in a premium location, usually involves high costs through permits, materials, printing, installation, and maintenance. FOOH sidesteps nearly all those costs, requiring just a creative team, CGI/AR work, and digital distribution. It also gives marketers flexibility through changes, updates, location targeting, and even totally different versions of the “same advert,” making it easier than with traditional, onsite marketing approaches.
Creative Freedom & Storytelling Potential
Because there’s no physical constraint, FOOH lets brands do things that would be impossible (or prohibitively expensive) in real life. Examples include floating objects, oversized products in iconic cityscapes, surreal/fictional environments, unexpected juxtapositions. This opens imaginative storytelling as brands can create memorable narratives or “moments” that resonate emotionally and visually. As technology (CGI, AR, video editing, social distribution) becomes cheaper and more accessible, more brands including smaller ones can afford to experiment with bold creative ideas.
Relevance & Purpose in a Digital-First, Ad-Fatigued World
Many consumers today are saturated with promotional content. According to industry commentary, people often feel overwhelmed by traditional adverts and “tune out.” FOOH, by contrast, feels fresh and plays into the digital/social media habits of younger, browsing audiences. It gives brands a way to stand out without resorting to intrusive or repetitive campaigns. Furthermore, the global shift towards sustainability and reducing waste means digital solutions (versus physical billboards) look more responsible. FOOH avoids the materials, transport, and installation waste tied to traditional marketing.
What makes a Successful Strategy:
· Context + familiarity: Using real-world spaces (subways, city landmarks, streets) makes the CGI “pop” — the contrast between real and unreal draws attention.
· Unexpectedness/surprise twist: The most viral FOOH ads subvert expectations (e.g. Big-size mascara brushes, water bottles rising from rivers, etc.).
· Visual spectacle & storytelling: Hyperreal, cinematic visuals combined with emotional or symbolic storytelling boost shareability.
· Versatility across categories: From beauty to food to luxury cars — FOOH works widely if the creative idea fits the brand and audience.
Maybelline New York:
Their campaign turned a routine city commute (London Underground train arrival) into a surreal beauty experience through a giant eyelash brushed by an oversized mascara wand in real time.
Conclusion
FOOH works because it leverages the sensory power of out-of-home ads (impact, scale, surprise) and the social, shareable, cost-efficient strengths of digital media. It gives brands creative freedom, broad reach, social virality — without the logistical or financial burdens of traditional outdoor advertising. For these reasons, many marketers view FOOH as one of the most promising tools for cutting through today’s “ad clutter,” building brand buzz, and reaching audiences who scroll, share, and expect something new. However, the CGI/video quality must be high. Poor execution can ruin the illusion and make the campaign feel cheap or unrealistic which undermines trust. As more brands adopt FOOH, there’s a risk of over-saturation. If every brand is utilising weird CGI tactics, the “surprise factor” could diminish. That means brands must keep innovating. It works best for certain kinds of messages, often high-impact, visually oriented, viral or brand-awareness-driven campaigns. For more subtle or product-specific campaigns (e.g. detailed technical products), traditional or other digital formats might still be better.
Reflective Questions for Students
· Why have we seen a rise in FOOH within marketing strategies over the last 5 years?
· What factors should brands consider ensuring campaigns are a success?
· What are the risks and challenges for brands when using FOOH?
· How could FOOH evolve over the next 5 years?
Suggested Supplementary Materials
· Correa-Prudencio & Díaz-Lucena, (2024) Analysis of success on Instagram of Fake Out-Of-Home advertising, Revista de Marketing Aplicado · https://fooh.com/· https://www.marketing-interactive.com/are-fooh-ads-pushing-creatives-to-reimagine-their-boundaries