Why not see who's advertising around the advertising coverage while you're at it?
QUESTION OF THE WEEK: Rate the Ad
Published on .
Now here's a piece of potentially juicy business: a new line of women's "intimacy products" from Trojan. This particular page, found in Shape, is faced with a strip singling out the freshening cloths, which we present here as a unit, so to speak. Is this by any chance up your aisle? 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 comment on the art direction, the illustration, the copy, the typography, the packaging, the logo, whatever. Click the ad to play.
Last week's Rate the Ad. We almost had a winner. Two key problems prevented this ad from at least breaking even: many pollees were baffled by the toy Chihuahua -- some wondered if the Fellowes shreds toys -- and, more important, the cutie-pie shredding dog in the ad is nothing like the vicious brute in the Fellowes logo. We're not even sure it's a bulldog; it could be a Shar-Pei on Botox. The result is a Good/Bad Ratio on the Rate the Ad-o-mometer of 43/57 — comparing the top tiers of the scale to the bottom tiers. Those who didn't like the ad, as you'd expect, frequently talked about shredding it. They also talked about running out for Taco Bell. Those who liked the ad, as you'd expect, frequently talked about how much they love dogs -- even the dog that just ate their mattress and then threw it all back up on the couch. They also talked about running out to buy the shredder. Anyway, here are the results.
5 World-changing 0%
4 Great 18%
3 Good 25%
2 Fair 21%
1 Forgettable 22%
0 Actively Annoying 14%
And here are some of our fave responses.
0 That dog is either standing on the creative brief or the focus group results.
1 So if you give all the stuff to the dog, he'll shit the shreddings? That might be more entertaining.
2 It falls somewhat flat because it looks like a dog that's trained to bring you the mail but for some reason isn't house trained.
2 Nice concept. But the dog in the picture looks anything but a powerful shredder and nothing like the dog in the logo. It looks like someone put the stuff in its mouth while it was sleeping, and the photographer just woke it up to snap the shot.
3 It's not the most beautiful ad I've ever seen, but I went and bought the shredder!
0 OK, I OWN a shredder by this company, and this ad almost makes me want to take it back.
2 How many kilos of horse tranquilizer did they feed the dog to get that much crap in its mouth?
0 Luckily, they can shred all the letters they get from PETA.
4 Can you ever really go wrong with a dog ad?
1 Sheesh! Another dog ad.
3 I get it. I'm not blown away, but I get it.
2 Am I supposed to protect my mail from bulldogs? Only after thoroughly reading the copy do I understand what is going on here.
2 The case against toy shredders is a bulldog holding CDs in his mouth? Say what?
4 Eye-catching and clever. I know what the product is, I know what it does, I stopped to read the ad and now I think I'll go get one.
3 Everyone loves doggies, especially the women who're probably buying these things. That said, the copy kind of leaves me hanging -- there's not much of a case there if they're not going into identity-theft detail.
0 It's like someone shredded a concept and reglued it in a nonsensical order.
4 The lighting effect, focusing our attention on the heads of the two dogs, is excellent. The single selling point really hits home.
2 A cute dog always stops me. Love those lips! Not great design, but probably will sell some shredders.
0 Lame ads can create a negative perception of a brand. These days, that's dangerous.
3 Nice USP, but what the hell is up with that Chihuahua bobblehead?