Driving along I-15 from Provo to Salt Lake City, one cannot help but notice the myriad billboards that line the highway, each vying for attention and making a statement about our culture and society. These billboards serve as a reflection of who we are as a people, showcasing our interests, values, and trends.
Over the years, we have witnessed different billboard eras come and go. From the iconic Peterson Marine billboard with a giant boat bursting through the bottom half to the intriguing LDS Millionaire looking for a wife advertisement, each era has left its mark on the landscape of I-15. However, my personal favorite was the Cavalia Era, where every billboard seemed to be promoting a horse circus. Despite the extravagant marketing, it remains a mystery whether Cavalia was a real show or just a clever marketing ploy.
Following the Cavalia Era, we experienced the Julia Reagan era, where billboards honoring the matriarch of the Reagan family suddenly appeared all over the valley, turning Julia into an icon overnight. But as these eras faded, we were left with a return to the standard personal injury lawyer advertisements, featuring men in suits with nervous smiles and cringey slogans.
Today, the billboards on I-15 fall into distinct categories that offer a glimpse into our current interests and obsessions. One such category is the “blanket wars,” where Minky Couture and Lola Blankets compete for attention. While Minky Couture billboards evoke coziness and cuteness, Lola Blankets take a different approach, featuring hot individuals holding blankets in a way that accentuates their muscles, hinting at the blanket’s ability to make you hot in more ways than one.
Another prevalent theme on the billboards is the official partnerships with the Utah Jazz, our beloved professional basketball team. From the official peanut butter to the official blanket, these billboards showcase the team’s diverse sponsorships and collaborations, adding a touch of whimsy to the advertising landscape.
Plastic surgery advertisements also make a prominent appearance, with Body by Vincent billboards causing a stir with their imperceptible differences between before and after photos. These billboards, while intriguing, have the potential to distract drivers and have raised concerns about road safety.
In addition, billboards for Firefly, a new housing development, aim to create intrigue and curiosity, prompting drivers to Google the community and learn more about its offerings. The tech alley billboards in Lehi cater to a more niche audience, featuring tech-related jargon that may be indecipherable to the average passerby.
Lastly, the enduring presence of Shen Yun billboards adds a touch of mystique to the highway, with its captivating dance performances and ancient Chinese storytelling. Despite the longevity of these billboards, the allure of Shen Yun remains a mystery to many, adding to its enigmatic appeal.
As I continue to drive along I-15, these billboards have become familiar companions, each telling a story and offering a glimpse into our collective psyche. From cozy blankets to tech innovations, from plastic surgery to cultural performances, the billboards on I-15 serve as a colorful tapestry of our interests and aspirations. Next time you find yourself on the highway, take a moment to appreciate the diverse array of billboards that line the road, each offering a unique perspective on who we are as a people and a culture.
