QUESTION OF THE WEEK: Rate the Ad

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Great Bolts of Zeus!
Last week we did a laddie ad with a chick in it, so we thought we'd do a chickie ad with a laddie-type chick in it. However, this is from Shape magazine, which is to say it's aimed at women. More specifically, women who run. Is this why women run? Is this how you get women to run in Puma Heras? 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 offer your comments on the art direction, the photography, the copy, the concept, whatever. Click here to play.

Fatal Attraction
Last week's Rate the Ad. This arguably amusing, relatively innocuous piece of laddie fluff laid a small egg on the Sweet Meter, with a 44/56 Good/Bad ratio — comparing the top half of the meter to the bottom half — and a 39% in the bottom tiers known as the Grimace Zone. This is somewhat offset, however, by a healthy 34% in the Sweet Zone, so the ad did have its share of fans. Some people apparently didn't even get the visual joke, and among the vast majority who did, it seems the ad works better targeted to women who presumably will buy it for their men. But what woman would want to buy a chick magnet for her man? No, besides Madonna. The Glacial Falls packaging, not so incidentally, got a completely glacial reception, and it surely wasn't helped by its incongruous juxtaposition with an adorable peep-peep. Anyway, here are the results.

5 Very Sweet 11%
4 Sweet 23%
3 Semi-Dry 10%
2 Dry 17%
1 Extra Dry 17%
0 Sour 22%

And here are some of our fave responses.

0 I don't understand why the chick is attracted to the badly packaged product. Looks like car wash. Maybe the bird is glad that the car will be clean so it can poop on a clean car.

1 You can almost hear the agency's "Does it need a line?" debate. Good decision, guys. Thanks for not insulting our intelligence twice.

2 It answers the age-old question of which came first, the chicken or the oddly shaped cheese grater-looking thing. I wouldn't want that dangerous piece of metal coming anywhere close to my nether regions in the shower.

5 Totally dig it. A great ad for a category that is lacking great ads.

4 I like it. It's stupid, but it's unabashedly stupid, and I can respect that.

2 I did an ad like this while I was in college. My teacher told me it was stupid. Thank you, teacher!

1 This ad is unbelievably stupid, yet it's still too cerebral for its audience.

4 Really simple, really sweet! They could have done a better job in the color department, though.

0 When your product packaging puts one more in mind of washing cars or polishing brass, the mind-numbing stupidity of "chick magnet" visuals may be the only way left to go.

1 It's too bad you have to read the fine print to understand it, and even then it isn't such a great use of a baby chick.

0 It looks like something I should polish my car with, and then perhaps just drive over the chick.

0 If the packaging didn't suck so much and the brand was right, this could have worked. But all I can do is think, That poor chick had no choice in the matter.

4 Very few ads do this well with so little copy. Kudos.

0 Next time put a garbage disposal stuck to the side of it, it makes just as much sense. Am I the only one who didn't know that baby chicks can do a standing jump of four times their height?

0 Yeah, just what I want — another product that makes me feel less like a man and more like a woman. Cute chicks of the poultry variety don't sell to men, unless we're hunting them.

4 Less really is more.

4 It's cute, and the women who actually buy the stuff for their men will remember it — you can always use a baby chick to get the real chicks to love you.

2 Yellow chickie = fabric softener, baby products and Easter eggs. Product name should be At Home With the Wife and Kids Zone.

0 What the ... who the ... where the ...? Forget it, we're all doomed. Doomed, I say!

2 This ad worries me. Will little chickens stick to me if I use this body wash? And if so, why?

5 Works for me. They could have gone the overused playa route, but they went for cute. And that's the kind of ad — and guy — I find irresistible.

5 The ad is very cute, but I'm a twentysomething girl. Not sure if they're really targeting the right audience with it. Guys don't generally buy into cutesy.

0 In the next ad, we can give the chick a tiny shovel to show just how much she digs it!

3 It's a tired cliché, but it's nice to see an ad that features a chick without big boobs.

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