In March 1996, men’s clothier Bigsby & Kruthers painted an image of Rodman on the side of a building just off the Kennedy Expressway. The 32-foot-high mural stared eastbound traffic in the eye, causing gapers delays in both directions that snarled traffic as badly as road construction.
An operations manager for a traffic-data company said the larger-than-life image added 20 to 30 minutes to morning commutes on the Kennedy and the Edens Expressway. And that was before Rodman’s hair was even on it.
“The 75-foot-wide advertisement included a color image of Michael Jordan looking down on traffic,” a March 26, 1996, Tribune story read. “But it’s the oversize Rodman who has taken the rush out of rush hour. His power glower is punctuated with three earrings and a nose ring; his arms are crossed, and his natty suit has the sleeves ripped out to reveal his collection of tattoos. He is even leaning forward, as if he just might want to butt heads.”
Standing just before the North Avenue exit, the painting was wider and taller than billboard laws normally would have allowed. But because the building was being used as a Bigsby & Kruthers warehouse, the advertising was not limited in size.
While most of the mural was black and white, the hair was in color — and changed as Rodman’s dye did, only adding to the traffic headaches.
Alas, the mural didn’t last. Bigsby & Kruthers covered it up a little more than two weeks after it first appeared in response to the concern of traffic officials.
A few quick thoughts:
- Cities have regular spots that come up on traffic reports and the Kennedy is typically on the list in Chicago (“from O’Hare to downtown”). These spots can be on the list for a variety of reasons: a chokepoint for traffic, an odd curve or different road design (such as narrowing of lanes), and/or regular accidents. Billboards probably are not common contributors to this.
- At the same time, certain billboards or advertisements can be become part of the urban highway experience. As commuters travel regular routes, they get used to seeing particular signs. New signs can also garner attention if they are a significant change or unusual. The other sports one that comes to mind from the Chicago region involved a series of Brian Urlacher balding treatment billboards along I-294 that popped up several years ago. I’m not sure if it caused any delays but it certainly caught people’s eyes as one of the city’s most recognizable recent sports stars suddenly had hair.
- The particular Rodman billboard came as part of a perfect storm. Take a regularly congested stretch of highway plus an incredible basketball team that set the record that year for most wins in a season plus a truly unique player on the billboard (and not one who fit the typical Chicago image). The billboard did not last long but it left a mark.