The Army Reserve takes an aggressively patriotic tack that includes plainly reserving the right to ship you off to combat when "your country needs you." Is this a good recruitment strategy? Rate the ad 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 comment on the art direction, the photography, the copy, the typography, the tagline, the logo, whatever. Click the ad to play.
Last week's Rate the Ad. Well, so much for the year-end hottie. Not many pollees were impressed with her looks, though there was some enthusiastic carrying on about her strategic flesh exposure, and even fewer were impressed with the slashed clothes motif — except those who were flipped out by the strategic flesh exposure. The result is a "blondes don't have more fun" Good/Bad Ratio on the Rate the Ad-o-mometer of 32/68 — comparing the top tiers of the scale to the bottom tiers. There was much enthusiasm for the product but, alas, little for the ad. Anyway, here are the results.
5 World-changing 2%
4 Great 11%
3 Good 19%
2 Fair 19%
1 Forgettable 30%
0 Actively Annoying 19%
And here are some of our fave responses.
0 Does this mean you can download porn with it?
3 Got my attention. Little bit of a cheap gag with the scantily clad woman, and the photo's drab, but it pulled me in.
0 Technology is aiming to get into all human cavities. I'm getting worried.
1 Just show me the damn phone and tell me what it does if you're not going to have a concept. Thank you.
1 It's a sad day when a picture of a lady with shredded clothing does nothing for me.
0 Awesome, a phone that can slash through T-shirts! I'm so not going to buy one!
1 Everyone already knows what this product is, but this ad doesn't help its case at all. If we're to assume that the phone is so "sharp" it cut her shirt, why not her hair, too?
2 She looks pretty calm for a girl who just got molested by her phone.
1 Who can resist a pretty face? No one — for about five seconds. But her pose is unremarkable; it's more mug shot than fashion shot.
2 Hey, I'm on my way to the Ratt concert, too!
0 Why is advertising almost as scorned as used car sales? This is why.
2 Not bad, but the girl is too old and too mean looking to convince college students they want this phone.
2 The typography is weak and, yes, the phone appears "Razr-thin" in her hand, but at first glance it looks like a cigarette.
0 OK, so she's hot. And although I get the concept (duh), I won't remember this ad, guaranteed.
0 It's a very good thing those phones sell themselves.
4 It's sexy!
4 What the hell, Freud was right.
0 I'm pissed because I took the time to read it. "Thin is in and now it's out of control"? I'll never get that out of my mind now. Thanks a lot.
1 Where's the emotion on her face? Does she like that damn phone or not?
0 What in the hell does a girl who looks like a pole dancer have to do with a cellphone? Just because she's holding it is she less of a skank?