Fresh from our panties success, we go to sports bras and another ad from Fitness. Is this ace or what? Rate the ad on the Rate the Ad-o-mometer's six-degree scale of excellence, with 5 being the top score: 5 World-changing, 4 Great, 3 Good, 2 Fair, 1 Forgettable, 0 Actively Annoying. And feel free to comment on the art direction, the photography, the copy, whatever. Click the ad to play.
Last week's Rate the Ad. It's an outpouring of love that, around here, is a species all its own. Fruit of the Loom almost breaks even on an unhandicapped three/three split on the six tiers of the Rate the Ad-o-mometer, going 49/51, which is so fabulous even Charlie the Tuna is jealous. Speaking of which, there was the predictable deluge of fish/panties jokes and objections — stop carping, people! Then there was the "For 10 minutes I thought it was an umbrella" crowd. Not to mention those who complained that the panties are too "big," or the lack of hot models wearing them is unacceptable. Well, you can all go flounder in your bile. This ad has a firm perch on a rung of the victory ladder, and that's all there is to it. Here are the results.
5 World-changing 1%
4 Great 21%
3 Good 27%
2 Fair 17%
1 Forgettable 19%
0 Actively Annoying 15%
And here are some of our fave responses.
0 I thought this was a panty kaleidoscope at first. Now I realize it's something much more confusing.
4 Fun, high-impact graphic, colorful, playful and we can see the product!
4 Clean, concise. I want to buy these.
3 You can't help but read the payoff copy. Safe but solid solution to a boring product.
0 This ad is literally such a stretch, it took me 10 minutes to figure out why there were bubbles in it.
4 Cute use of undies. They definitely stretched a smile across my face.
2 Certainly a different way to display underwear. Took me a moment to realize it wasn't a flower, but I think I'll go buy some undies.
3 Turning the product into something else has been done to death, but this is a nice change for this brand.
4 Emphasizes the product benefits in a simple and beautiful way. Love it.
0 Presumably, the ad for men's underwear forms the shape of a python.
0 A fish and panties? That's gross, and, as a woman, I'm offended.
3 Looks like Fruit of the Loom is taking its cue from Target.
4 Simple is good. Simple works. Me like simple.
2 Overall, I think the concept is a bit too abstract for its own good. Maybe if it actually looked like a fish, instead of bad underwear origami.
3 The pantyfish is a good catch. It looks like it just ate the boxerfish, though.
0 A concept that should've been thrown back.
4 With underwear, you've got to be either silly or sexy, and this is adorably silly.
5 Very appealing, whimsical and memorable!
1 It would be a lot cooler if the ad was for waterproof underwear.
3 Very creative, I like the idea, but I couldn't tell what it was at first. Thought it was supposed to be a pinwheel or a flower.
4 As an added bonus, you can browse panties and not feel like a pervert.
3 I assume that if there are panties without models, there must be models without panties. Hard to not like that.