Why not see who's advertising around the advertising coverage while you're at it?
QUESTION OF THE WEEK: Rate the Ad
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It's time to test the Hottie Effect again. We found this webdriver in PC Gamer. Does this strapping alien babe have you flying in search of more info on Falcon Northwest? Or more to the point, will it have wings with the target? 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. The Caliber, the snappy little car that may be playing solitaire just two cubes over from you, rolls to what passes for victory around here, pulling an impressive Good/Bad ratio of 58/42 on the four/two handicapped split on the Rate the Ad-o-mometer. In a headline that most entrants felt left much to be desired, Dodge claims the car isn't cute, but most everyone claims it is cute and so's the ad. Which can be good or bad, depending on which way you sit on a photocopier. But you do want to sit on a photocopier, don't you? One guy (see below) claims it's impossible to pass a copier without having an urge to sit on it. Must be a kinky office supplies thing. Get the big black binder clips off your nipples, bud, and do some work. At any rate, the rough consensus was art good/copy bad, and there was also some grumbling about the fine print: the model that has hamsters under the hood is 14 grand, while the real car is a whole lot more. But hamsters are cute. Anyway, here are the results.
5 World-changing 1%
4 Great 16%
3 Good 23%
2 Fair 18%
1 Forgettable 22%
0 Actively Annoying 20%
And here are some of our fave responses.
1 So now photocopying your butt is "grabbing life by the horns"?
2 At least it's not a carbon copy of all those other car ads.
3 Fresh approach to a tired category. It actually IS cute. And sassy, too.
4 Deftly conveys attitude with a capital A, but even better, it made me really look at the vehicle.
0 To better demonstrate the Caliber's rowdiness, why not have it mount an unsuspecting Cooper?
2 Comes across as cute rather than bad-boy to me.
4 Everyone knows the urge to do this when they pass a copy machine.
2 This is too cute, plus the car looks almost exactly like my '96 Civic.
3 Nice execution for the Office Space set of fresh college grads looking for their first set of new wheels.
3 Intriguing visual with a headline that speaks directly to the core audience. Nicely done.
3 I wanted to hate this sophomoric ad for a car I would never buy, but I just couldn't. It's cute like a naughty boy doing something funny.
4 This car is for someone who doesn't want to grow up. Great way to show this idea.
1 The idea that photocopying your ass (or getting a tattoo like in another ad in this campaign) is considered "edgy" is at least a decade behind the times. On the plus side, the layout is clean.
3 Cute ad, but the fine print ain't so cute. Starts at $13,985, but the one shown is $7,100 more. That's just ugly.
1 Why does this ugly little hellion cost over 50% more than the base model, and ... forget it.
1 I thought it was great until I realized it wasn't a photocopier ad.
1 What's next? Spitting oil into the office coffee pot? What a rebel.
1 I understand what they're trying to do, but it isn't well executed. Since this makes the car look about the size of three copy machines, and since it can be parked in one of those cubes, it seems wimpy.
2 But it IS cute! And making it do silly human tricks makes it look even cuter. Since it's Maxim, though, I'm just glad they didn't show the car, say, at a strip club, stuffing bills down some busty chick's thong with its wiper blades.
0 They missed their target audience. Caliber is an accessory for the hip and cool, not those who pull high school pranks.