QUESTION OF THE WEEK: Rate the Ad

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Richer, Deeper and Broader?
Verizon goes after online gamers. Are you giving this ad a high 25 or a quintet of middle fingers? 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 art direction, the photography, the copy, the typography, the tagline, the concept, whatever. Click here to play.

The Priceless Ain't Right
Last week's Rate the Ad. Never mind the oversized chest — well, try not to — painfully contrasted with the undersized burger. Never mind the dubious notion of taking a Tiffany Amber Alert to Chili's so she can have dinner on a wrapper. Never mind that no one, not even a member of the Future Hooters Club, could miss her mouth by that much with a french fry. Never mind that even the stereotypically metrosexual Maxim Man can probably manage a simple "You have ketchup on your face, hon," when he exhales between complacent whiffs of his body spray. Though all these points were raised repeatedly by Rate the Ad players, this ad is most notable for turning a horde of pollees into infuriated copy editors, with enough complaints about the failure to use proper capitalization to crush k.d. lang's comeback hopes. The sad result is a bargain basement-priced Good/Bad Ratio of 27/73 on the Rate the Ad-o-mometer — comparing the top tiers of the scale to the bottom tiers. Special Nitpicker of the Week Award to the person who strenuously objected to the fact that MasterCard appears twice in the copy, first with a ® symbol, then with a ™ symbol, one right atop the other for maximum annoyance. Anyway, here are the results.

5 World-changing 3%
4 Outstanding 6%
3 Good 18%
2 Forgettable 29%
1 Actively annoying 31%
0 The worst 13%

And here are some of our fave responses.

1 That's a sorry looking burger — a shriveled-up patty, no lettuce or tomato ... and someone get the girl some fries! Also, if the first letters of the tagline aren't capitalized, then the first letters in the rest of the copy shouldn't be either.

3 I believe the attention-getting elements have a clear follow-through on the execution of this ad.

2 Oh, no! She has ketchup on her face. Whatever will you do?

0 Someone please shoot me now.

2 Hey, Chili's, you got some MasterCard on your face.

0 The brilliance of the "Priceless" campaign is that it can go anywhere. The tragedy is that now it has.

1 For $7.50 you get a medium-sized burger and eight fries, and for this I need a credit card?

1 It's bad news when your advertising is torn between being a parody of itself and a parody of Carl's Jr.

2 The girl is nice, but the spot should be in the middle of her chest. It's Maxim, not Teen People.

3 Rule #1: An attractive visual draws your reader in. Rule #2: I only follow Rule #1.

0 The most amusing thing about this ad was the Click to Enlarge directly under the graphic on the Rate the Ad page.

1 What kind of idiot takes a girl like that to Chili's?

1 I hate it, but maybe I'm just jaded. But I'm still glad I hate it.

1 i am mastercard and i hate capitalization.

1 Don't we capitalize the first letters of sentences anymore? This isn't an e-mail to your mom!

1 That burger looks like someone took a crap on two buns.

4 This ad is so low rent you HAVE to love it.

0 Too bad they sent in the C team. And I'm not talking about her boobs.

0 If I see one more play on the "Priceless" line, I'm going to throw myself out the winnnnnnnnnnnnnnnnnddddddddddooooooooooooo...........

2 How did the Chili's marketing people let them forget the trademark, never mind the capitalization, on Big Mouth Burgers®?

1 Hearing your date say, "That's not ketchup, it's a herpetic sore." Priceless.

1 The formula is set, but they failed to write a believable scenario. This ad falls, oddly enough, FLAT.

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