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Zeal Optics as seen in Her Sports magazine. Is this ad turning your head around or are you rubbernecking a head-on collision? 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 logo, the concept, whatever. Click the ad to play.

Low de Toilette
Low de Toilette
Last week's Rate the Ad. This Bowlmor ad just plain baffled many entrants; they didn't know whether they were looking at drag queens, crack whores, sluts, lipstick lesbians — to mention some of the nicer epithets tossed around — or some combination thereof. They also didn't know whether they were looking at typical Manhattan bowlers, unusual men's room attendants or waitresses on a break. Furthermore, they had no idea what the women are looking at, which just further confused matters, though there were a number of guesses, all of which are best left unmentioned. As you might expect, there was a lot of banter about the poorly concealed bottle of Corona, and a frequent complaint was that the ad "doesn't make you want to go bowling," although many noted that it does make you want to go. The result is a Good/Bad ratio, using the four tiers/two tiers handicap split, of a very sad 25/75 on the Rate the Ad-o-mometer. Basically, you people just stuck three fingers in this ad and hurled it. Anyway, here are the results.

5 World-changing 2%
4 Great 12%
3 Good 11%
2 Fair 16%
1 Forgettable 24%
0 Actively Annoying 35%

And here are some of our fave responses.

0 Yikes. Not only do these bathroom skanks NOT make me want to bowl, they make me not want to pee.

2 A gender identity crisis is always amusing.

2 I'm not sure whether it's an ad success or failure when the concept and art direction are too out-there to produce any valid response, be it negative or positive. Then again, a Pam Anderson lookalike never hurt anyone.

2 OK, it DID get my attention ... but what the FREAK is going on here? Guess I'll have to drop in and roll a few to find out ... hey, it worked!

4 Marked down only for the "handwritten" type at the bottom and uninspired typographic layout. Throw in a couple toots of coke on top of the urinal and I'd really believe that the photo was shot in the Village.

3 The ad grabs my attention, is interesting, creates desire and reminds me to take a pee ... at Bowlmor Lanes. I like the company name, that brand of beer and the cute girls.

4 That's one 7-10 split I'd be interested in trying to pick up. This ad appeals to men for more reasons than it has two superhot chicks in it. It also has Mexican beer and a less than subtle prop that says this bowling alley is a "guy's place."

4 Anyone who goes to trendy bowling alleys knows that what goes on in the bathroom is easily more interesting than what happens on the lanes.

0 So that's where Corona comes from.

0 Sorry, but I don't equate bowling with cheap sex in a john.

3 I'm kinda mesmerized by this picture, and I have entirely no idea why.

5 Hot. That's all, just hot.

0 A urine sample in a paper cup comes in a close second.

4 The Bowlmor Lanes in Peoria isn't like this. This is lots better.

2 It makes me wonder what one might catch from the rental shoes. I'm confused, yet intrigued, and if I was 25 again my friends and I would be waiting in line for a lane tomorrow.

2 I don't think my tried and true mental remedies for urinal stage fright would work so well under these conditions.

0 Talk about a gutter ball!


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.
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