Funny how being green seems to have become Job 1 at Ford. Is this ad a guiding compass for compelling corporate communications? 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 concept, whatever. Click here to play.
Last week's Rate the Ad. Oh yes, there will be two severed thumbs up. Though we're waiting for the DVD for Saw II, which looks a little too psychotic for us to be, uh, coping with on the big screen, we're happy to report the ad emerges triumphant, pulling a finger-lickin' Good/Bad Ratio of 60/40 on the Rate the Ad-o-mometer — comparing the top tiers of the scale to the bottom tiers. "Oh yes, there will be..." lines are the order of the day, of course, along with enough manicure jokes to make Marge go soak her head in Palmolive. There were some who saw the Twin Towers in these fingers, and most pollees agree that the "Oh yes" line is overkill, so to speak, and makes for a disconnect with the bloodless image. Speaking of disconnects, there are some entrants who insist since the fingers aren't, the ad loses its punch, and blood, in living color, is a necessity; while others believe the black and white is old-school delicious and the fingers are fine as they stand. Anyway, here are the results.
5 World-changing 2%
4 Outstanding 22%
3 Good 36%
2 Forgettable 20%
1 Actively annoying 15%
0 The worst 5%
And here are some of our fave responses.
4 Hate the movie, but have to respect the poster.
4 Absolutely right for the genre.
4 Even without seeing that the fingers are severed, you can imagine that anyway ... it may even be the better for it.
1 Some sensitivity, please. The juxtaposition of iconic 9/11 towers and bodyparts make me think of a twisted Brad Holland World Trade Center tribute.
4 Truly gruesome — works wonders!
4 A very creative (and even a bit funny) way of representing it as a sequel.
3 Genre movies always have better, more conceptual posters because they don't have to plaster the stars' mugs all over the space.
3 My fingers hurt just looking at this picture. Definitely hits home with the target audience.
2 I'm grossly reminded of Wendy's chili.
0 The problem here is that this is every other poster on my morning commute. I find it offensive and I can't avoid it.
4 Dirty, amputated body parts are gross and should generally not be used as a selling tool. But it sure works for Saw II.
3 The line is just stupid, but the logo design and the visual treatment are grossly cool.
0 I see dead ideas.
2 Oh yes, there will be blood — from your tattered cuticles. The image isn't as horrific as the grainy, desaturated tone of the poster promises. Shouldn't someone be missing an entire limb?
1 Censorship has ruined the whole point of this ad's tag.
4 A powerful, disturbing images, like something from Ed Gein's family photo album.
1 I think I already saw this on some funky-ass toes in a fungus ad.
4 I didn't see Saw, but I know what it's about, and I won't see Saw II. That said, this ad creeps the shit out of me, and for that I love it. It's exactly what an ad for Saw II should be.
2 Lame solution to the problem of not being able to show severed fingers. Do your fingernails bleed when you break them?
4 This is better than a trailer ... gives the mind license to create, hence anticipate.
3 This would be World-changing if it weren't for that horrible tagline. "Oh yes, there will be blood"? You think?
1 I wish I had the finger on the right to pick my nose with. Imagine the reach you would get with a finger like that.
3 You couldn't help but stop and stare at this ad if you were looking through a magazine. Of course, you also couldn't help but throw up your lunch after looking at it.
4 The visual hits the nail right on the head — and then drives it though your skull. The minimalist approach focuses attention only on what's important: the disturbing nature of the film and the Part 2 concept.
3 Switch the b&w to a lurid/bloody color scheme and it would be even better.
In last week's Student Showcase, we put Tim Blevins, half of the team that won the Student Best of Show at the Twin Cities' The Show last month, at the wrong Minneapolis agency. He's a copywriter at Colle + McVoy, www.collemcvoy.com. Our apologies.