QUESTION OF THE WEEK: Rate the Ad

Published on .

Baby Got Ak?
We confess we'd never heard of this fashion brand till we ran across this ad, but we bet that a brainy guy like Isaac Asimov, were he still with us, wouldn't have heard of it either. And if he had, he wouldn't have liked the way they spell. So is this trilingual lust for literature getting a diploma or is it getting left back? Rate it 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 photography, the art direction, the typography, the copy, the logo, the concept, whatever. Click here to play.

Is there a Dr. in the Toll House?
Last week's Rate the Ad. Physicians Formula cooks up a minor triumph, with a Good/Bad ratio — comparing the top half of the meter to the bottom half — of 53/47, with a very respectable 34% in the Sweet Zone, though of course we must take into account the "hottie effect." Many pollees not familiar with the brand had a hard time figuring out what the ad is selling, but they had an easy time tossing off "half-baked" jokes, as well as wisecracking about muffins, cookies, tarts and every aspect of this poor model's body and styling. No one, however, complained about her preposturously frilly oven mitts. Anyway, here are the results.

5 Very Sweet 8%
4 Sweet 26%
3 Semi-Dry 19%
2 Dry 18%
1 Extra Dry 16%
0 Sour 13%

And here are some of our fave responses.

0 I used to respect Physicians Formula for speaking to women intelligently. The half-naked tart blows it forever!

1 First I thought it was for pills. Then I thought it was for candy. Then I thought it was for contacts. Good luck selling anything with this.

0 Golly! Thanks for reminding me of how women were marketed to in the '50s. With all that silly feminism stuff, I almost forgot.

5 I really don't see the feminists liking this ad. But feminists don't wear makeup.

4 It may be totally corny, but this ad actually makes me think they've put enough work into this makeup to make me want to buy it. And the tagline is so bad, I'll remember it forever!

0 The faux '50s irony thing has been done to death. To paraphrase the tagline, "My eyes don't believe this ad."

5 I'm a big fan of '50s flavor. Very cute.

0 Yum! Eyeshadow and diaphragm-shaped cookies served by a scoliosis-deformed, hussied-up June Cleaver.

2 Are her arms dislocated?

1 If they'd air-brushed the model any more, she wouldn't have shown up in the ad. And why does she have a Ronald McDonald look going on around her lips?

1 This is just wrong. How many children die from eating household items that contain chemicals?

0 Why don't I get it? Why can't I read it? Where's the headline? And why isn't she wearing a bra?

4 It's wonderful when the visual, copy and product all work together. Good recipe!

0 This is why ad agencies shouldn't wash down large quantities of foundation with vodka.

2 The strapless dress doesn't work. And what's that alien life form popping out of her head?

4 Makes me want to recreate the outfit and meet my husband at the door.

2 This could have gone somewhere if my main focus hadn't been trying to figure out whether "they" were real or not. This definitely isn't appealing to me as a woman.

5 Clever take on an old standby.

1 Why do they show a cookie sheet if the makeup is baked on terra-cotta?

4 Combines one thing women love (dessert) with another that women need (makeup). Very eye-catching and appealing.

0 This ad makes me want to become a bronzed, bulimic moron! Please try to make me feel more insignificant!

4 Love the big flower, love the red lipstick, love the idea and the execution.

2 If this were my work, I'd want to put my head in the oven.

0 When I think how this reflects on my profession, I feel hot, cross and I want to kick some moron's buns/i> for giving this ad clearance.

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