Lemonade’s Latest Ad Campaign Trades Billboards for Spray Paint. The Internet Is Divided on the ‘Absurd’ Result

Shai Wininger, Lemonade’s co-founder and president, broke down the unique approach on LinkedIn.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc.; Photos: Adobe Stock

Lemonade’s latest out-of-home ads don’t look like ads at first glance. That’s the point.

Instead of using polished billboards to get its point across, the AI-powered insurance company used graffiti, spelling out phrases such as “Stop using AI for dumb stuff. Use it for boring stuff like insurance,” in messy, awkwardly spaced spray paint. Some of the ads don’t contain the brand’s name at all. 

The ”controversial” campaign “started with a hypothesis I’ve wanted to test for years,” Shai Wininger, Lemonade’s co-founder........

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