MTA Wraps First Subway Car in Head-to-Toe Target Ad


Witness the very first fully ad-wrapped subway train, which debuted today, MTA Doomsday, a/k/a, the day of innumerable subway-and-bus cuts. We would call this Awesome New York signage (and honestly, the aesthetic is not so bad, except white’s a bit impractical for everyday wear and tear…and is that a roll of toilet paper under the window?), but it’s not really signage so much as “radvertising.” There you have it. You’ll see this baby if you happen to ride the 6 line.

But to what do you owe the pleasure of commuting to work on a vessel that’s working, ostensibly, for someone else now?

Second Avenue Sagas reports,

According to Transit, the fully-wrapped subway car generates $250,000 in advertising revenue over six weeks. At a rate of under $42,000 per week, that’s not a bad payout for Target.

Transit says it took two work crews three days to complete the wrapping, and the process required the help of computer imaging software. At first, the sight of such an obvious ad is a bit glaring, but why shouldn’t the MTA be milking as much money as it can out of its pristine advertising surfaces?

As long as that money translates to savings for us, that is. By the way, the MTA tried this wrap thing with Google ads as a test back in 2008 and never did a full roll-out, so either the money is better, or the situation is more dire, these days.

But we’re starting to wonder, once absolutely everything that can be an ad is wrapped with or tattooed or somehow translated into one, are we going to see them at all anymore? Is advertising perchance the new New York camouflage? And if you commute within advertising, what does that make you? These are our existential questions for the modern world.

Let us know what you think. In the meantime we’ll just be thankful this train wasn’t wrapped head-to-toe in that bunion ad we always see on the B/D line.