Ah, the 21st century men's shaving instrument. It now has four blades and a battery. Here's a laddie book execution that may possess a certain je ne say what? 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 product, whatever. Click the ad to play.
Last week's Rate the Ad. Oh, this poor whiplashed woman. She was subjected to innumerable indignities, led by the Hater of the Week, who wrote, "Albinism, blindness, broken neck, uneven teeth and misaligned ears can be YOURS with our fabulous pink glasses!" We don't know who this model is, but presumably she's on one or another of the Zeal Optics extreme sports teams, so look out. There were some people who liked her face and the pic; there just weren't a lot of them. At any rate, aside from these frontal attacks, the ad was largely shrouded in confusion or pure mockery, with frequent questions like: "Is that a neck brace or a turtleneck?"; "So she couldn't see through her sunglasses and she had an accident?"; and the ever popular "Why is she wearing shades?" — which is to say many pollees just didn't get or didn't want to get the crash replacement/lifetime warranty deal that the ad is all about, though a few entrants noted it's a pretty slick USP for this sports target. The result is a Good/Bad ratio, using the four tiers/two tiers handicap split, of a painful 26/74 on the Rate the Ad-o-mometer. This is far worse than last week's skeevy Bowlmor ad, whose four/two split was miscalculated — it was actually 41/59. Anyway, here are the results.
5 World-changing 1%
4 Great 2%
3 Good 7%
2 Fair 16%
1 Forgettable 43%
0 Actively Annoying 31%
And here are some of our fave responses.
1 Is she wearing those hideous shades while waiting for the crash replacement pair?
1 This ad has great potential, but the USP gets lost in the visual and copy. Plus, the glasses look really bad on her.
0 A space chipmunk that broke its neck? Please.
3 A start in the right direction ... I like the concept.
2 Nice, simple idea. They're on to something, but it appears they dropped the ball when it came time to really nail it down. Superfluous copy points muck things up.
1 If you squint just a little, I would swear she played an alien on The X-Files.
0 Weekend At Bernie's 2006.
2 The copy should've been reworked to put a little more emphasis on crash replacement. Subtle and nice, though.
1 Is this someone famous? Why is she wearing a hat as a turtleneck?
4 For Her Sports, this is a great concept. I would bet that a high percentage of readers have had some form of injury, often involving damage to their gear. A lifetime warranty and replacement policy is a good attribute to highlight.
3 I like the neck brace. Clever, simple, cool, well done.
0 Ali McGraw wants her teeth back.
0 An insensitive portrait of a member of the Sponge Bob family.
2 It isn't immediately apparent that she's wearing a neck brace, it could be a turtleneck sweater. Maybe her glasses should be broken, too.
3 Pretty decent concept, but the crop of the shot makes her look like a piece in some serial killer's head collection.
0 This is just awful. The neck brace is the only thing I'm sold on. Nice texture.
2 Classic example of a good idea not taken to the next level.
2 You'd think that "true performance eyewear for women" would command a more powerful image.
1 Will these specs withstand the impact of my face connecting with my desk?
4 Subtly funny, yet it still works as a standard glamour shot if you don't look that closely and miss the joke.
4 Any ad that can make a broken neck and buck teeth look sexy gets my vote.
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: Send on CD ONLY, no e-mail submissions. Do not include actual paper ads or any paper text materials with your submission. 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.