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Columbia Sportswear mixes humor and a blizzard of product features. Does this ad come in your size? 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 Great, 3 Good, 2 Fair, 1 Forgettable, 0 Actively Annoying. And feel free to offer your comments on the art direction, the photography, the copy, the typography, the visual tag, the logo, whatever. Click here to play.
Last week's Rate the Ad. Like, ouch! That's not the pain of the CQ patch being pulled off, it's the pain of this poor girl getting trailer trashed by a horde of sleeveless-denim haters. This Nicoderm ad was burned so bad we had to go outside and light a cigarette just to calm down. A Good/Bad Ratio on the Rate the Ad-o-mometer of only 18/82 — comparing the top tiers of the scale to the bottom tiers — is almost in hailing distance of the head-on collision Bill Ford had with you people a couple weeks ago, thanks to a whopping 49% Forgettable tally. The Polaroid styling was deeply despised and so was the allegedly smug model herself, for the most part. Not only were insulting remarks tossed around about her sexual orientation, but aspersions were cast on her nose, for pity's sake. And many pollees, predictably, had a field day with the "Get serious" line. Anyway, here are the results.
5 World-changing 0%
4 Great 7%
3 Good 11%
2 Fair 17%
1 Forgettable 49%
0 Actively Annoying 16%
And here are some of our fave responses.
0 Get serious, give me a message.
4 She looks about right for the target market and, hey, no cleavage! Amazingly refreshing!
2 This girl is average looking, which is refreshing. However, I don't see what the tagline has to do with the concept.
1 I just don't get the concept. Is this woman famous? What is so serious about her?
3 This ad makes it cool to quit, without being preachy. It's a "just do it," no-nonsense approach, with a touch of hip attitude.
0 Get serious about what? What does this ad really say? Get your nicotine from the pharmacy, not the cigarette? Get serious. Go cold turkey!
3 She looks a little smug for someone who can't quit cold turkey, but, overall, I like it.
1 She doesn't seem serious.
1 Who knew Nicoderm sold a birth control product? At least, that's the only inference I get from the patched-up, ready-to-go tramp.
4 I'm reaching for a patch, and I don't smoke!
1 Nicoderm gives you nose deformities?
0 What's with the Dukes of Hazzard shirt? Wouldn't it be better if the patch was on Daisy's ass?
1 Is it just me, or are her nostrils really, really small?
2 It's plain, direct, to the point. The photo is good and the model looks like an everyday Jane, someone every woman should be able to relate to.
1 When the hell are we going to stop using the Polaroid film edge? It's totally tired and it does nothing to improve this very ordinary portrait.
4 Get brevity. Get results.
1 Lousy casting. Look at her, she's naked without a cigarette, she'll never quit. She drinks a lot, too.
3 Love the "Get serious" line — it speaks to the typical young woman who's serious about getting herself together and getting healthy. This biker chick definitely does not speak to that set, though.
1 If she's so serious, why the smirk?
4 There's nothing cute about smoking. It's a serious matter. I think this ad shows that. Kudos!
2 Drug as fashion. Interesting, but this season, everyone's wearing Xanax.