So milk is diet food now, huh? This "Milk Mustache" campaign seems about as old as the invention of the udder; have you developed a lactose intolerance or is this ad rocking you hard? 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 photography, the copy, the concept, whatever. Click the ad to play.
Last week's Rate the Ad. Much to our surprise, the Shar-Pei girl, as she was frequently called, got the kind of enthusiastic reception you might give to someone who brought you a case of bud when all you were expecting was a case of Bud. Using the new, improved four tiers/two tiers split on the Rate the Ad-o-mometer, we've got a teeny boppin' Good/Bad ratio of 57/41. There was some confusion about the age of the target here; for the record, the median age of an Elle Girl reader is 16.7, and indeed Abovetheinflucence.com is aimed squarely at high-schoolers. There was also plenty of confusion about the intent of the image, as if the Michelin Girl, as she was also dubbed, was a picture of the effects of drug use, not the effects of peer pressure. Comments like, "I thought drugs made you skinny and waiflike, not dumpy and wrinkled," were not uncommon. Similarly, some pollees see this as a straight, so to speak, "Say no" message, when it's far subtler than that, despite the aggressive image. Comments like "I doubt that any 'quit' ads actually work," are missing the point. Re the astute remark below about "dumping your trashy friends," a quick tour of the site yields the impression that this is, in fact, a key part of the Above the Influence vibe. Assuming anyone gets there to soak it up. Anyway, here are the results.
5 World-changing 2%
4 Great 13%
3 Good 21%
2 Fair 21%
1 Forgettable 16%
0 Actively Annoying 27%
And here are some of our fave responses.
4 Simple and brilliant. Few self-respecting teenagers would probably admit to visiting a site like Aboveheinfluence.com, but this may get a girl thinking, and sometimes that's enough.
2 Kind of funny, but somehow boring.
5 Excellent! The imagery commands your attention as well as provoking a need to read why we're seeing what we're seeing.
2 Ever see anyone put eyes and a nose on their chin and turn upside down and sing? They did it on The Nanny once. This is like that, except The Nanny was more entertaining.
3 Pretty nice — not preachy.
4 Smart, simple, original and intriguing.
2 The visual message here seems to be "yielding to pressure makes you ugly." For the readers of Elle Girl, that just might work.
1 Help! The pressure of having to carry weak copy with an attempt at a strong visual is too much!
2 It's so gross I can't stand to look at it. I was in high school just a few years ago, and if you don't hang out with the wrong crowd, you don't get pressured to do drugs. Maybe the campaign should encourage girls to dump their trashy friends.
1 If the ad's intent is to connect with teens feeling the pressure to get high, then they've buried that point in the text.
0 Totally irrelevant way to portray peer pressure. It's not even thought-provoking.
2 A different exploration of "pressure" would be nice, because she looks obese in an anorexic kind of way.
4 It looks like taking drugs will stunt your growth, give you wrinkles and make you retain water. Should get any young woman's attention.
5 Visually engaging and a great concept! It's about time we saw something different from the anti-drug groups.
5 I love this. It makes sense and it truly reminds me of all I felt during those years.
0 Tries way too hard — the target is savvier than this.
1 A 17-year-old will look at this, laugh and start telling midget jokes.
3 Gotta love an ad that makes you feel like you're on drugs as it suggests you avoid them.
Call for Entries
Creativity's May 2006 Advertising/Design Annual
Send us your best print and outdoor ads, posters, collateral, brand ID, annual reports, promotions, graphic design and packaging from 2005. Submissions Guidelines: Do not include actual paper ads or any paper text materials with your submission. Only digital files will be considered. File specs: 300 dpi, CMYK or RGB. File types: .pdf, .eps, .tif, or .jpg are acceptable but uncompressed jpeg files are recommended. Minimum image size: 5x7. NO Zip or Stuffit archive files will be accepted. Complete credits and a brief explanation of the strategy/execution of the project MUST be included on the CD in a Word doc, along with details of any awards the work might have won, as well as phone and e-mail contact info.
Send submissions on a single disc to: Terry Kattleman, May Annual, Creativity Magazine, 711 Third Ave., New York, NY 10017. Work must have appeared in 2005. No spec work or student work will be considered. Foreign submissions are encouraged. No more than THREE campaigns/projects per company/office will be considered. There is NO fee for submissions. Work must be submitted by March 31, 2006.