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QUESTION OF THE WEEK: Rate the Ad

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Two Escalators Up?
T-Mobile is bringing you "out." Are you leaving it out or are you taking it in? Cast your vote on the Rate the Ad-o-mometer's six-degree scale of excellence, with 5 being the top score: 5 World-changing, 4 Outstanding, 3 Good, 2 Forgettable, 1 Actively annoying, 0 The worst. And feel free to offer your comments on the photography, the art direction, the copy, the concept, the tagline, the logo, the logo, whatever. Click here to play.

Dark Product, Light Coffee
Last week's Rate the Ad. Senseo doesn't feel quite as good on the Rate the Ad-o-mometer as its coffee is supposed to feel in your ... whatever. It managed only a 42/58 Good/Bad Ratio comparing the top half of the scale to the bottom half with a memorable 41% of votes in the Forgettable slot. The photography is a big problem here, as you might expect. There are, indeed, some pollees who think this is a great product shot, but there are many more who need two cups of joe to even begin to figure out what they're looking at. Moreover, few are fond of the Euro-snoot angle and even fewer can tolerate the tagline. Anyway, here are the results.

5 World-changing 1%
4 Outstanding 16%
3 Good 25%
2 Forgettable 41%
1 Actively annoying 14%
0 The worst 3%

And here are some of our fave responses.

2 This photo looks like some type of spaceship is spitting out my one cup of coffee in the morning. Not to mention putting a black coffeemaker on a black background really makes this machine pop.

4 Nice photography.

2 A tag that sucks as much as the copy!

2 That cup of joe appears no better than instant. Why do I want this?

1 The design of the coffeemaker isn't featured as much as the headline suggests it ought to be. It looks like I'm looking at the top of a Thermos. There's something wrong when you have a product shot at the bottom that acts as a footnote to let the reader know what the product actually looks like.

1 Making fun of my coffeemaker is not a way to introduce me to my future coffeemaker. Nice photo, bad writing.

4 The photographer really did make this coffeemaker look like art! Very nice.

4 I don't drink coffee, but this ad makes me want to go out and buy one of these.

3 For something I can't see, making something else look bad is impressive.

0 And I'm sure you didn't set out to make this ad look bad ... but you did.

3 The overhead perspective is a good layout decision.

2 Such a streamlined product with such a cluttered afterthought of layout on the bottom.

1 Lose the Europe thing. Here in Finland, more coffee is consumed per capita than in any other European nation, and not a single bloody person can make a proper cup. Plenty of Europeans know jack about coffee.

1 Eight million Europeans also think that Jerry Lewis is a genius.

1 If I've learned one thing from the movies, it's that pods are for evil mind control and cloning.

1 Let's get a weak cup of coffee selling a machine we don't show and apologize for it. Awesome. Oh, and let's have three logos and a thumbnail, just so it looks crowded.

2 This ad would have more impact if someone would pour a steaming hot cup of java on my crotch while I read it.

1 My coffeemaker looks bad? Then why are you afraid to pull yours out of the shadows and show it? All I see is a friggin' coffee cup.

0 From this angle it looks like a black toilet with the lid up.

4 High marks for visual trickery. I've seen one of these in Target and it looks pretty much like any other pod machine. Shooting from above, with the frothy single cup, gives the impression that it's something special. Which it's not.

2 Shouldn't there be some reference to the taste of the coffee? I understand form over function, but selling coffee and its aroma to a coffee lover is so easy.

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