QUESTION OF THE WEEK: Rate the Ad

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Pitnology or the Pits?
Are you avoiding this ad like pain or are you luxuriating in armpit intelligence? Rate it 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, the art direction, the copy, the typography, the concept, the packaging, whatever. Click here to play.

Mixed Nuts, Mixed Results
Last week's Rate the Ad. This Song ad is warbling slightly off-key, pulling a less than thrilling Good/Bad Ratio of 46/54 on the Rate the Ad-o-mometer — comparing the top tiers of the scale to the bottom tiers. For those who were familiar with Song, and there were many entrants for whom it could've been a new line of microwave snacks, the tone this week was a general annoyance with the notion that food and entertainment options are how people choose an airline — though there are some pollees who think this sort of trivial differentiation is essential nowadays in an industry that's known mainly for its bankruptcies. There was some confusion concerning the ghostly checklist of food, video and music, which had more than a few people complaining that a pregnant woman shouldn't be drinking Finlandia, even if she's stuck next to an Atkins freak and a vegan. The ancient preggers/junk food joke and "The hardest part of your journey will be planning your flight" didn't take off too well either. Anyway, here are the results.

5 World-changing 7%
4 Outstanding 15%
3 Good 24%
2 Forgettable 28%
1 Actively annoying 18%
0 The worst 8%

And here are some of our fave responses.

1 If that's all I can eat, I'm catching the bus.

3 I actually strained to read the whole damn list! Suck me in to do that, you've got a good ad. I'm not loving the snot green pattern on the bottom, though.

3 Love the art direction, but their brand position is unclear. Are they a low fare airline as the tagline implies, or are they a fun, individualized experience like everything else in the ad is trying to convince me?

1 Instead of telling me where they can fly me, I get to know what I can hear ... Duh! OK, book me to ... ah, who cares where, just play the music!

2 Maybe if they stopped giving out so much food they could make a little money and save Delta.

3 Great visual punchline. I don't usually choose an airline for its menu, though.

5 Finally, an airline that offers a meaningful point of differentiation rather than some sentimental glop that's negated with the first employee interaction.

4 Great, now I need a snack! I love the curved lines combined with the vertical column of text. Clean and visually interesting.

1 The pregnant chick apparently gets to nosh from the barf bag.

2 Something for everyone? A proven key to failure. Their song will soon be "The Day the Music Died."

1 Nothing really ties the visual and copy together. Sounds like a cool concept for an airline; looks like a train wreck.

1 Ouch. I just got hit over the head with their strategy.

2 At a glance, which is all an ad gets, I can't tell what the product is. Maybe a PSA for the government's new food pyramid?

0 Your buy line is lower fares, your USP is a variety of food and you bring it all together by reminding people how much fun it is to plan a flight. Terrible.

0 Congrats on making it clear that people with special dietary needs will be poorly served by Song. I would LOVE to be there when they try to pass off a bowl of nuts as a meal to a vegan. Do I even need to go into the older-than-Methuselah pregnancy joke?

2 Are they seating by menu choices?

2 For anyone that concerned with in-flight snacking, I'd suggest checking the current airline regulations — as far as I know, Twizzlers are still allowed in your carry-on bag.

2 "Fly your own song" Sounds like a bad line from Elton John.

3 I know Song's target market is 30-50 women, so the pregnant mention will attract their target customer.

4 Excellent ad, especially when airlines today are cutting meals out of the flight to save money. Really puts Song above the competition.

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