QUESTION OF THE WEEK: Rate the Ad

Published on .

Flower Power?
For those not in the know, as we were till we poked around the web, Rocket Dog makes girls' shoes. We also discovered that Rocket Dog has no website, or at least none that Google could find, hence the lack of an URL in the ad, we presume. And this is not the first page of a multipager — this is it, the whole eyeful, as seen in teen girls' pubs. Whaddaya think? Is it a rocket or a dog? Rate the ad on a six-degree taste scale of excellence on the Sweet Meter, with 5 being the top score: 5 Very Sweet, 4 Sweet, 3 Semi-Dry, 2 Dry, 1 Extra Dry, 0 Sour. And feel free to write in your comments about the art direction, the copy, the illustration, the concept, the logo, whatever. Click here to play.

Mean Feet
Last week's Rate the Ad. Well, the surf's not up for Antec. With a gnarly Good/Bad ratio of 33/67, comparing the top half of the Sweet Meter to the bottom half, and 46% in the Grimace Zone, this ad isn't about to win the Duke Kahanamoku Classic. We got plenty of wiseguy "box" jokes, not to mention endless suggestions concerning exactly what this woman is doing in that curious posture, most of which — surprise! — involved bathroom functions. Interestingly, the rather sorry condition of the model's prominent feet was mentioned by but a single pollee — was there a Toe Expo last week and all the foot fetishists couldn't get to their computers? Anyway, here are the results.

5 Very Sweet 4%
4 Sweet 15%
3 Semi-Dry 14%
2 Dry 21%
1 Extra Dry 20%
0 Sour 26%

And here are some of our fave responses.

2 Enough with the wacky things people will do if left to their own devices! A true computer geek would probably weep at this image.

1 Wah-ah-ah-ah-ah-ah-ah-ah-wipeout.

2 The copy is the laziest I've seen in a while. All it takes to make your product "all the rage" is to tell the consumer that it is, right?

1 Ohmigod! I'm like, totally surfing the interweb!

5 Getting the client to sign off on a new-product ad that doesn't cram in all the specs; a visually arresting, original way to show a mundane, utilitarian box; great copy; and even nice handling of the 11 logos. I really like this one

0 She looks so free. It's as if she's just been let go from her job, perhaps for creating a logo-heavy, benefit-free, incomprehensible, crooked mess.

4 A computer that you can jump and stand on. Sturdy, dependable and fun. I like it.

1 Didn't surfing-the-web metaphors go out of style a decade or so ago?

2 I spent more time trying to figure out why she was squatting and what she was standing on than thinking about how cool the product actually is. It's a slick looking computer; let it stand alone and it will sell itself.

2 Lame. Although it's nice to see a female in a computer ad for a change.

1 Why is that girl squatting on a car battery?

0 Even nerds will find this ad uncool.

4 Looks like she's starting a new life. Maybe she just got her first paying gig. I think most readers would join in her excitement.

0 Who is the target? People who've just moved into unfurnished hotel rooms in Maui? Does a person who stands on her computer care about motherboards?

1 Like seeing a boom mic suddenly slip into frame in a film, seeing the bad Photoshop job (attempting to place the woman on the box) ruined this ad for me.

1 If they knew the type of people who build their own computers, they would have used a hot comic book chick. And she sure as hell would not be standing on the computer. Dumb.

1 If what she's doing is supposed to be surfing — and that's debatable — at least they could have put her in a bikini.

0 Antec? More like antique.

2 If she had nice feet, then at least I could appreciate the girl.

0 Idea? Is that you? Where'd you go? And who is this strange headline you've brought with you?

1 I just tried to surf on my Powermac, but everyone just looked at me funny.

0 This girl looks like she's just excited about her new perm. Big disconnect.

2 Change the text and spend a half hour in Photoshop and you've got a Surf laundry detergent ad.

0 "What you do with it is up to you" has got to be one of the most played-out concepts in advertising.

2 Too bad 95% of the people seeing this won't read the copy. Where's the type treatment?!

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