QUESTION OF THE WEEK: Rate the Ad

Published on .

Yeah, OK, it's a cologne ad. But it's a Paris Hilton cologne ad, so it's, like, special. According to that unimpeachable source called Wikipedia, "After the success of Hilton's perfume [called Paris Hilton], Parlux Fragrances had her create Paris Hilton for Men, a cologne that has a 'sensual aura.' The packaging states: 'Paris Hilton knows how she likes a man to smell, so she has created a scent to share with her male admirers around the world.' " Feel free to speculate on how Paris likes a man to smell, but let's sniff out the effectiveness of this ad on the Rate the Ad-o-mometer's six-degree scale of excellence,
Hilton or Wiltin'?
Hilton or Wiltin'?
with 5 being the top score: 5 World-changing, 4 Great, 3 Good, 2 Fair, 1 Forgettable, 0 Actively Annoying. We want your comments on the art direction, the photography, the typography and, of course, the all-important packaging. Click the ad to play.

Last week's Rate the Ad. Who knew Ma Boyle was a sex symbol? Nevertheless, despite a flurry of sexual suggestions concerning Big Gert and spray cheese, sometimes abetted by an internal powder skirt and an Ultra-Wick™, this Columbia Sportswear ad comes up on the downside of Rate the Ad's Six-Point Interchange System, with a Good/Bad Ratio on the Rate the Ad-o-mometer of 46/54 — comparing
Tough Luck
Tough Luck
the top tiers of the scale to the bottom. There was much irritation with spray cheese, Titanium as a parka material, the presentation of the parka itself and the blizzard of unexplained features, and there was also some confusion about what appears to be a chicken wire lining. Special Nitpicker of the Week award to the irascible pollee who's peeved that Main Man isn't Maine Man. Anyway, here are the results.

5 World-changing 0%
4 Great 16%
3 Good 30%
2 Fair 24%
1 Forgettable 26%
0 Actively Annoying 4%


And here are some of our fave responses.

2 I give them props for the headline — funny, random. I'm not so sure about the layout, though. Is the picture in a doctor's chart?

1 This isn't visually interesting enough to make me want to read the text.

4 Homespun attitude, no BS and great product information and photography. Love the takeaway "product card" as well!

1 I wish I had Titanium boots to wallow through the registered and trademarked BS of these copy points.

0 Stop telling me what the product is and start telling me what it can do for me. And stop using all that technical jargon.

4 Columbia's ads are for people who know what their clothes are for. If you don't know, you'll want to.

1 There are a lot of outdoor apparel ads that look like this. If you cover the logo, it could be a Timberland or REI ad. And enough with the recycled paper look!

2 The knee-slapper headline is flat and stale and the copy is a laundry list of free-floating features. This ad is saved only by appealing art direction and a beautiful product.

2 By the sound of the description, they're selling a nuclear missle launch component. Geez, it's just a jacket.

3 Spray cheese and "Mom" works for this demographic.

2 Smart jacket, dumb headline. Ma Boyle and spray cheese just don't mix.

0 It reads like you need a mechanical engineering degree just to put this coat on.

3 Love the Gert stamp. Hell, I just like this sort of clean art direction with a few nice details, lovely type and, of course, a spray cheese reference doesn't hurt. Just one question: is that chicken wire in the lining?

0 The only catchy thing about this ad is that "Chairman Gert Boyle" looks like Mrs. Doubtfire.

2 I was excited by spray cheese and then disappointed by just a list of features and no tie back to the head.

2 Gerti's the tough mom I always wanted but never had. I love the product, and the body text is factual and to the point. The ad, however, is mind-numbingly boring!

2 Why would I want a jacket associated with spray cheese? And the shot is flat, poorly lit and very boring.

3 I like it because serves its function, just like the jacket itself. Not every ad needs a superclever P-shopped image and a whole suitcase of fonts.

4 Anyone who can incorporate Ma Boyle and spray cheese into a parka ad gets a gold star in my book.

3 I want the jacket, but I think Gert Boyle is an old drag queen.

2 Gert Boyle's hair reminds me of the spray cheese that's mentioned in the headline. BTW, is spray cheese really that much of a marvel?
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