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A first-person testimonial for the SureFire L4 Digital Lumamax, seen in Popular Science. Rate it 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, the logo, whatever. Click the ad to play.

Ring Around the Collar!
Ring Around the Collar!
Last week's Rate the Ad. OK, we're back to the four/two handicapped split on the Rate the Ad-o-mometer, which allows this Fred Perry webdriver to achieve a pathetic Good/Bad ratio of 21/79. The webdriver idea didn't go over too well, but many of you, clearly, are not the target. Confused comments like, "What is the point? What do they want me to know or do? I don't even really know the company or product. I would flip by this in a second," were not all that uncommon. We also got plenty of the expected, "The only place it would drive me would be to the next page." And, predictably, there was also much confusion about who the kid is. It's Fred Perry's nephew, Chad. Sorry, we just made that up. Maybe it's "the My Chemical Romance dude," as some people suggested, but the band is from New Jersey and the Subculture site is all about British music. If you do go to the website, you'll notice there's another artsy portrait, this one of a girl with fantastic eyes. Presumably she has her own print ad; we wonder if she would've polled any better than the guy. Another of life's great mysteries. Anyway, here are the results.

5 World-changing 0%
4 Great 5%
3 Good 10%
2 Fair 6%
1 Forgettable 43%
0 Actively Annoying 36%

And here are some of our fave responses.

3 The Karate Kid lives on!

0 I've visited this site about 10 times and I still don't know if this ad is for clothes or a band. Maybe they're a band that sings about the clothes?

4 This is good fashion advertising, in my estimation. I really like the image, even though I don't know who the guy is.

1 Subculture and Fred Perry: Now, I may not be a math wiz, but something about that doesn't add up for me here.

1 If you want me to put down the magazine and go to the computer, you've got to give me more than this.

2 I went to the site just to give props to the client for being secure in small logo-hood.

0 He looks like the kind of kid who would open fire on a school lunchroom.

0 If there's actually a burgeoning subculture of brooding Europreps with floating heads, we're all in trouble.

0 It reeks of over-inflated ego.

3 I don't get the ad at first glance, but the picture looks like a pinup and I'd check out the site just to get clarity.

4 Those Spanish eyes!

1 Just another boy toy.

4 Excellent. Nice that the link takes you to something substantial and gives you an education while enforcing the brand.

5 Selling culturally disaffected anger under the guise of a fashion 'subculture' is predatory brilliance. I fear this ad.

0 Boring, boring, boring! What's so "subculture" about this guy?

0 Everyone knows that skinheads are the ones who rock the Fred Perrys. Oi.

2 Nope, can't fool me. Fred Perry's still a crap tennis shirt even if you do turn the lights off.

0 The only thing this ad drives me to do is slap the pouty-faced boy.

1 I don't know who or what Fred Perry is, so I went to the website. But I still don't know why they used a 12-year-old practising his "attitude" face in the bathroom mirror for a "subculture" ad.

1 Obviously, the website is key, so why not make it as simple as possible so people can remember it? Anything with a backslash isn't easy to remember.

0 Horrible site experience: too long to load up, multiple windows launched, way too obscure.

0 "I'll kill my parents for their money" is so Beverly Hills early '90s. I hate the ad, the kid scares me.

1 This is being hung up in prisons everywhere.