From dragons swooping over Shibuya Crossing to giant Crocs bursting through Manhattan skyscrapers, Fake Out-of-Home (FOOH) ads are dominating your feed, whether you know it or not. They’re not real, but they feel real enough to make us pause, comment, and share.
While traditional billboards compete for fleeting glances, fake OOH CGI spectacles are turning passive viewers into engaged fans and unpaid promoters. So what makes these “fake” ads so emotionally real and irresistibly shareable?
Let’s unpack the consumer psychology behind viral CGI advertising and how brands are using it to win attention in a saturated digital world.
What Is Fake OOH and Why Now?
Fake OOH refers to computer-generated imagery (CGI) that simulates real-world advertising experiences, like massive product installations on city buildings or animated objects interacting with landmarks. The kicker? They’re never actually installed. They only exist on your screen.
These ads appear hyper-realistic, carefully crafted for online distribution where they thrive on short-form platforms, and cleverly mimic traditional outdoor advertising formats, but with a twist: they operate on a fantasy-level scale, showcasing impossible stunts and oversized spectacles that grab attention far beyond the limitations of physical space.
Why it matters now:
- TikTok and Instagram Reels reward eye-catching content.
- Production tools are more accessible than ever.
- Attention spans are shrinking and expectations for novelty are rising.
As audiences become numb to traditional ads, fake OOH provides a fresh, cinematic twist that combines spectacle with storytelling.
The Psychology of Why It Works
Let’s dive into what’s going on in the minds of viewers when they encounter a CGI OOH ad.
1. The Surprise Factor
Most of us scroll through content in autopilot mode. Fake OOH interrupts that pattern.
- The brain is wired to notice the unexpected.
- When we see a giant makeup brush combing a train or a 100-foot sneaker kicking through traffic, our “wait, is that real?” reaction kicks in.
- That cognitive dissonance makes us pause and then tap “share.”
2. Emotional Reactions = Shares
Fake OOH ads often evoke: Awe, Humor and Curiosity.
These are all emotionally activating states, and humans are more likely to share content that makes them feel something, especially if it makes them look cool, informed, or on-trend when they share it.
3. Spectacle & Novelty Bias
Our brains crave novelty. Fake OOH offers a visual feast unlike anything we’ve seen before.
- A physical ad can only be in one place.
- A fake OOH ad can be anywhere, from Paris rooftops to the moon, without leaving a studio.
The best CGI ads lean into impossibility giving people a sense of digital magic.
4. Social Proof & FOMO
Once these ads go viral, people want to be in on it.
- Seeing others comment “Is this real?” creates a sense of urgency.
- People don’t want to miss out on the conversation.
- Even skeptics engage to debate its authenticity, which boosts reach further.
Key Benefits for Brands
Why are marketing teams so eager to experiment with fake OOH?
1. Viral Reach Without Real-World Limits
You don’t need a $500K Times Square billboard. A fake Times Square activation that looks real can outperform it on reach. CGI gets shared across platforms: Instagram, TikTok, YouTube Shorts, LinkedIn. The illusion generates just as much buzz, often more.
2. High ROI at Lower Cost
While CGI isn’t cheap, it’s scalable. You can test different versions fast. One successful video can do the work of an entire campaign.
3. Easy Cross-Platform Fit
Fake OOH content fits naturally into: Social stories, Paid ads, Influencer remixes, Brand storytelling. Its visual-first nature makes it perfect for today’s media formats.
4. User-Generated Remixes
The best fake OOH campaigns inspire fan-made versions, memes, and commentary. This turns your brand from advertiser to conversation starter. Consumers want to engage: not because they’re told to, but because it’s fun.
Real-World Case Study: Maybelline’s Mascara Tube on the Tube
If you were online in 2023, you probably saw it: A massive Maybelline mascara wand brushing the eyelashes of a London Underground train. CGI. Completely fake. Totally viral.
What They Did:
- Used ultra-realistic CGI to make it appear as though London’s public transport had been turned into a beauty ad activation.
- The animation was set against familiar London backdrops to increase believability.
Why It Worked:
- Visual surprise, seeing beauty tools interact with public transport was jarring and delightful.
- It blurred the line between digital and physical.
- Viewers paused to figure it out… and then shared it.
The Results:
- Over 40 million views across platforms in 3 days
- almost 3 million likes on Instagram
- Flood of UGC parodies and remixes from makeup influencers and creators
What’s Next for Fake OOH?
We’re only scratching the surface. Here’s where the trend is headed:
1. AI-Powered Customisation
Imagine fake OOH ads that change based on your city, your weather, or even your browsing habits. AI will soon allow hyper-personalised CGI content that adapts on the fly.
2. AR Extensions
Fake OOH won’t just live in videos. It’ll jump into AR, letting users explore the ad in 3D through their phones, creating deeper immersion.
3. Cultural Hijacking
Brands will time fake OOH drops with:
- Live events (e.g. Olympics, Fashion Week)
- Trending memes or challenges
- Real-world moments people are already paying attention to
When the cultural moment is right, the impact multiplies. Fake OOH isn’t fooling anyone and that’s what makes it brilliant. Consumers love the creativity, the spectacle, and the thrill of the “is it real?” moment.
For brands, it’s a modern storytelling tool that merges entertainment with engagement without the constraints of reality. The next billboard moment won’t be on the street. It’ll be on your screen.
Want your brand to go viral without touching the skyline? It’s time to fake it!
