Goat or Gloat

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Company: BAX Global, Irvine, Calif. Agency: Reynolds + Associates, Torrance, Calif. Market: Logistics and supply chain management Chase: A veritable cornucopia of parts, equipment and finished goods flows through the global supply chain every day. But the visual in this ad for BAX Global suggests that the stuff consists of nothing more than gray-colored computer innards and peripherals, which lends the ad a dull and tedious look. The strip of green backdrop, which may have been intended to breathe some life into the execution, serves more as a visual distraction. Chasers' choice: Goat

Company: Meridian IQ, Overland Park, Kan. Agency: YRC Worldwide, Overland Park, Kan. Market: Logistics and supply chain management Chase: Meridian IQ, a global logistics company, makes the world look more interesting in this ad. Submerged in a fishbowl are iconic images from the U.S., Europe and Asia. Sharing the space is a goldfish, which plays off the headline: "Find opportunities in your global supply chain. Without feeling like a fish out of water." Boldface subheads introduce key benefits supported by short bursts of copy. Ample use of white space contributes to the ad's pleasing look. Chasers' choice: Gloat

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