Fruit of the Loom gets all, like, piscine, on the back cover of Fitness. Does this hook you? 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, whatever. Click the ad to play.
Last week's Rate the Ad. According to the Fila website, the brand's guiding principles are: "Vero — True to Sport, Elegante — Elegant, and Audace — Bold." Well, they sure got the audace part down. It takes some pretty big spicy meatballs to make a shoe ad that, in its most popular interpretation, looks like a Rorschach blot during a volcanic eruption. The result, via the four tiers/two tiers handicap split on the Rate the Ad-o-mometer, is a none too elegante Good/Bad ratio of 22/78, and all the comments that had anything nice to say are included below. Here are the results.
5 World-changing 0%
4 Great 3%
3 Good 7%
2 Fair 12%
1 Forgettable 35%
0 Actively Annoying 43%
And here are some of our fave responses.
0 Fila. What to wear during thermonuclear war.
0 The only thing I recognize in this ad is the brand name. And that ain't enough.
1 Looks like a bad perfume ad.
1 Looks like a Vagisil ad.
0 The semi-abstract beauty of the image does nothing to redeem this messageless waste of space as a piece of advertising.
2 "The art in sport" is a much better tagline in Italian, it sounds cheesy in English, and I like the image and the fonts, but only for their frameable foreign quality — not because I want to buy Fila shoes.
3 It's nice to see advertising that isn't pushing the product in your face. Good luck selling any shoes to the masses, though.
1 I take a French class, and I don't know what this means.
1 Is this the cover art for David Hasselhoff's next album?
0 That image, whatever it is, is burned into my retinas. When can I expect to see again and will the headaches ever stop?
2 I'm giving it a Fair because I like the type (it makes Italian shit I can't understand look so good), but, more importantly, because I sympathize with blowing your budget on the buy and not even having enough left over for a decent stock photo.
0 Are they trying to make me say grande when I want a medium?
0 What am I looking at, a sex scene filmed in a lava lamp?
1 I have no idea what this means in two languages.
3 Lovely abstract photo of ... a foot in blood? It does grab your attention.
0 Is this some kind of smart, rich kid in-joke and I'm the poor, stupid kid?
1 What's the Italian for, "Hey, I can use this stupid ad to keep beer rings off my coffee table"?
0 Wow. This ad really makes me want to run out and purchase one of these amorphous blobs.