I take the subway system here in Los Angeles, known as the Metro, nearly everyday. This come as a surprise to many. L.A. is known for its traffic and love of driving, and it’s true that many will drive a distance that is easily (and in my opinion, enjoyably) walkable. I have met people who have lived here for years and didn’t even know that Los Angeles has a subway system.

It does have its shortcomings; I wish it would run later and span out to the Westside. Fortunately, it has suited my needs for the past 8 years and counting. I really admire the artistic and architectural elements put into each subway station which gives each of them their own unique layout and style.

Within the past year, I have noticed advertisements showing up for the first time in select stations. Normally, I would be irritated by commercial ads showing up where before there were none, but to my surprise, I actually like these campaigns. They are well-done, stylized, station-wide advertisements. Currently, at the Universal City station stop, there are large, mural-like ads plastered throughout the station to promote the upcoming Indiana Jones movie. A few weeks before, we had great line drawings promoting the L.A. Marathon. The ads are often very big and designed to fit the space they’re in, be it a wide wall, narrow column, or a section of the floor. They look great and I’m glad the Metro chose to go with something so tasteful.

Yesterday morning, Tuesday May 6th, I was surprised by a new kind of ad. Maybe “shocked” is a more appropriate description considering the reaction of some of my fellow riders.

I was riding the Red Line towards North Hollywood as I do every morning for work. I have a habit of standing near the exit, staring out into the blackness of the dimly lit tunnels through the glass (or is it plastic?) doors and windows. There’s nothing to see; it’s dark and I tend to just drift off staring at my own reflection.

Until yesterday, that is. All of a sudden the bleak monotony was broken by blocks of bright, colorful lights. Having seen the same emptiness nearly every day for years, it took me a moment to realize what was going on, and once I did, I was quite astounded.

Right before arriving at the Universal station, the dark walls are lined with a series of very bright LCD screens. Each screen displays an image slightly different than its predecessor, and as the train speeds by, we’re captivated by an electronic flipbook effect. Everyone in my train car turned to look. A tired-looking drunk standing in the middle looked like he had just seen a ghost and searched futilely for a safe place to retreat.

To say that I’m impressed is an understatement. This innovative form of advertising accomplished exactly what all ads should do: capture the attention of its audience. It also spread its message beyond that audience because I went to work and shared my experience with my coworkers. I’m writing about it now.

Though it hasn’t changed my opinion about the item being advertised (the Speed Racer movie doesn’t look very appealing to me), it may get others to check it out now that they’ll associate it with something with such a high “cool” factor. Whoever is in charge of the advertisements in the Metro system is doing a great job, and I can’t wait to see what else they come up with.

If you’re in the L.A. area, I seriously recommend checking it out. Metro fare is only $1.25 each way, or $5 for a day pass. Check them out at www.metro.net.