Pakistan: Never Mind the Checkpoint, Just Enjoy the Ads (Nakamura)
Wednesday, November 10, 2010 at 6:17
In Islamabad, Pakistan, where preventing terrorist attacks is a growth industry, the police department and private entrepreneurs have teamed up on a creative method of protecting the public while marketing to a uniquely captive audience.At the city's 60-plus police checkpoints, slowing motorists are greeted by officers armed with Kalashnikov assault rifles - and by a dazzling display of brightly colored advertisements plastered on jersey barriers, metal gates, guard booths and sun umbrellas. Juxtaposed with the stern-faced gunmen peering out from nearby snipers' nests, the ads create an awkward tableau of peppy marketing and deadly serious force.
"Zefra Restaurante - Bar-B-Que with a twist," announces the wrap-around, red-and-orange wallpaper encircling one guard booth.
"Stop. Security Check. Tasty," reads the lettering on a metal gate sponsored by Tasty snack foods, producer of "supari sweets," which are made of betel nuts and saccharine menthol. Pepsi, Wateen telecommunications, Ufone mobile and Murree Brewery are among the other companies shelling out cash for the prime marketing real estate.