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Goat or Gloat?

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Company: Doubletree, Beverly Hills, Calif. Agency: FCB Worldwide, Irvine, Calif. Market: Corporate executives Quick chase: A pair of indoor trees commands center stage in this ad for Doubletree Hotels, a unit of Hilton Hotels. We're all for a strong brand image, but this comes at the expense of the central message, which is that a guest can feel confident and comfortable when staying at a Doubletree property—even when it comes time to deliver one of those dreaded speeches. But the guest—who should be the visual focus?seems to get lost amid the trees. Chasers' choice: Goat

Company: Marriott Agency: Mcgary Bowen Advertising, New York Market: Corporate executives Quick chase: The image is amusing and inviting. A pajama-clad road warrior stands at attention with his laptop in one hand and pillow in the other. His look is very determined. But he couldn't possibly strike such a "ready-to-take-on-the-world" pose without a good night's rest. Courtyard, part of the Marriott hotel chain, describes how it's appointed its rooms with thicker pillows and softer sheets. It sounds like just the thing for the road-weary customer. Chasers' choice: Gloat

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