QUESTION OF THE WEEK: Rate the Ad

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Sei What?
Well, this may be a bit of a comedown from last week's bend-over blonde, but it's not often you see an ad that makes such a bold assertion about personal taste and status. Your watch says more about "who you are" than what's on your iPod? Do you agree? For that matter, what are this guy's shoes saying? Too bad we can't see his car; what do you think he drives? Anyway, 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.

One Word. Two Cheeks.
Last week's Rate the Ad. We always get a good turnout for Rate the Ad, but this Puma hottie pulled such big numbers, it goes to show sex not only sells, it sells the Sweet Meter. But it didn't sell the ad. This beach baby went 46/54 for a not very fit Good/Bad ratio — comparing the top half of the meter to the bottom half — with an anything but firm and rounded 41% in the bottom tiers known as the Grimace Zone. She did run — or blade — a decent 32% in the Sweet Zone, but one must take into account, of course, the inevitable Maxim factor. There are several obvious disconnects in the ad that were pointed out by a slew of pollees, so we'll mention them upfront. The hottie is wearing skates, not Pumas; she's not wearing a thong, she's wearing what might be called porn shorts, though she may be wearing a thong over the porn shorts, no doubt in the interests of propriety. A visit to the website does not explain anything, though there you will learn of a man who runs because his "girlfriend got a girlfriend." We suppose he's running over to watch them. Anyway, here are the results.

5 Very Sweet 16%
4 Sweet 16%
3 Semi-Dry 12%
2 Dry 13%
1 Extra Dry 14%
0 Sour 27%

And here are some of our fave responses.

0 Even as a guy who appreciates thongs, women in thongs and women who run to look better in a thong, I am offended by this ad.

5 I'm so attracted to this ad that I'll go out and buy those Pumas and a thong — and I'm not even a cross-dresser.

5 Excellent. It shows the real reason why women wear tight clothes: to be sexy — they measure their sex appeal by the way others look at them.

0 "Great! We finally put those stock books to use!"

0 What misogynist idiot thought this would appeal to women? I run for the joy of it and for my health. Thong?? Hah!

0 The ad is off strategy because no one runs in Pumas, they're a fashion sneaker. Regarding the creative, this ad is disgusting.

0 Maybe the Pumas help overcome the pain of the Brazilian waxing this gal had. There's just too much wrong here. My head hurts.

0 You gotta be kidding me. Running is painful enough. If the only reward is wearing a freakin' thong, then just kill me now. And I used to like Pumas.

0 I run to get away from ads like this.

0 I can appreciate a great ass as well as the next guy, but my guess is the reason some women run is so they have the stamina to be able to kick the shit out of the creative team and the clients who created this ad.

4 Excuse me, miss, but you dropped something ... my jaw! I dig the ad, but not the colors. Purple and yellow, bleh!

0 With the exception of the girl at the top leaning in for a closer look, how many other women will really buy into the benefits of Puma toe?

0 This is offensive in every way that it can possibly offend, except the good way.

0 A client I knew once said of an account guy, "That guy says stuff that's so stupid, I don't even know how to respond." I think that account guy made this ad.

1 As a woman, this wouldn't motivate me to run — except to my nearest New Balance or Avia retailer.

0 Category advertising when you don't own the category is wasted. It's a good ad for the Fitness Council of America, though.

0 Speaking as a 31-year-old fit, professional woman, this ad would not motivate me to buy Pumas. No self-respecting woman wants to wear shorts like that.

2 I guess Nike took all the good reasons.

1 I deal with terrible stock photography every day, and this is terrible stock photography. It would be one thing if the two photos followed the same woman — she's running and now she's in a thong — but it's just two random photos. Weak.

0 This is not true! A Puma ad can't be this bad. It's a spoof!

2 What is that running girl burning off, anyway? Her piece of lettuce?

4 Who cares about art direction when you've got something as blunt and truthful as this?

5 It's a nice spin on "Just do it."

1 Why do I run? Because magazines keep printing ads with genetically gifted skinny-ass hot chicks in compromising positions. And it's better than throwing up everything I eat.

0 Running does not make one's tush ready for a thong, lifting weights does. This ad failed the moment the concept was approved for layout.

1 I'm a girl, I run and I wear a thong, but this ad is still four boring squares and a logo.

5 This is the most awesomely awesome ad I've ever seen.