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We're still in Maxim, but back in familiar fratboy territory. Is this ad grabbing you by the horns? 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, whatever. Click the ad to play.
Last week's Rate the Ad. Metrosexuality notwithstanding, this Jean Paul Gaultier ad was deemed "too gay" for Maxim. The consensus — there was actually something close to a consensus this week — is in a gay-market mag this is fine; for a generally hetero crowd, it crosses the line. The Village People were frequently trotted out in mockery, though everyone was trying to be nice about this sailor, who allegedly represents the "essence of masculinity" — but the floral nipple tats often made it difficult. Witticism of the Week goes to Jessica, who writes, "I believe this is filed under the Navy's 'Don't ask, don't smell' category." On the positive side, a number of pollees are Jean Paul Gaultier branding fans, and they salute the "brilliance" of the ad and the bulging packaging. There are only enough of them, however, for a 33/67 Good/Bad ratio, and that's on the four/two handicapped split on the Rate the Ad-o-mometer. Anyway, here are the results.
5 World-changing 0%
4 Great 8%
3 Good 13%
2 Fair 12%
1 Forgettable 22%
0 Actively Annoying 45%
And here are some of our fave responses.
0 Le schmuck.
3 I guess this is for the metros out there, because if I suggested this to my husband, he'd hit me with the magazine. The bottle looks like a dismembered Ken doll, which is as close as you can get to "masculinity" here.
4 Great ad for what it sells.
2 Interesting enough to get me to check out the site, but can't we leave anything to the imagination?
0 The thing I like about this ad is how it makes me never want to purchase any perfume ever again.
4 Normally, I never like ads without any real idea behind them, and this has no idea. Still, I think it serves its purpose.
1 It's a Gaultier, it should make me ashamed of showing it to my parents. Then I'd give a damn. Now it's just part of the avalanche of whitebread. Where's the cock?
1 Let's all just say NO to the glorification of tattoos. It's like graffiti on a nice bronze, a detraction, a defacement. I'd rather see him clothed in a striped muscle shirt to match the package. And NO scent strips, either — it's air pollution!
4 I like Jean Paul Gaultier, and the guy in this ad is hot hot hot, but I didn't care to look beyond that.
0 Is it a PEZ dispenser? Can I put makeup on it?
0 If you take a bunch of really lame stuff and shove it together in a way no one really understands, you have perfected the client's dream of "edginess."
3 I think JPG does a great job of branding, everything from type to packaging. This product really stands out among a "sea" of ridiculous fragrances, and the ad follows through nicely.
4 Though I'm not the target market, I could tell this was a JPG ad right away, even from the tiny thumbnail. Strong brand identity, classic maillot JPG theme. Perfect casting for his SGM target market. Sexy symmetry.
3 I've been buying this stuff for my boyfriend for years now. It smells exactly like a hot gay model would, though I'd never tell my boyfriend that, or ever let him see this ad.
0 Is this Le Joke? It's hard to imagine a more perfect parody of a male fashion ad.
0 I'm not saying there aren't any gay Navy men, but don't speak to one group and destroy the integrity of an institution that we should be giving support to for all they've done to help protect this country.
4 I've always thought the JPG sailor theme was super hot! This one just confirms it for me.
2 The guy is attractive, but the sailor hat/bottle design is a little too Brokeback Mountain for me.
0 If that's the essence of modern masculinity, what's the essence of modern femininity, Rosie O'Donnell? (No offense, Rosie.)