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Is this Chevy ad going to accrÃ¼e — sorry! — big points? It runs vertically, by the way, but it's been rotated here for easier viewing. 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 photography, the art direction, the copy, the concept, whatever. Click the ad to play.
Last week's Rate the Ad. Well, Mr. Punch had his wooden ass kicked. As if that wasn't humiliating enough, there was no end of snickering about the phallic stub made by the shadow of the arm of his chair. This is probably best expressed by the anonymous entrant who writes, "That shadow has a Super Bowl Prince-like problem that's less than kingly, if you know what I'm saying." Indeed. "Big, bold flavor" only goes so far. And so does this ad, which pulls a dinky Good/Bad ratio of 35/65 on the handicapped Rate the Ad-o-mometer. Besides being unfavorably compared to Joe Camel as a kiddie attraction, Mr. Punch was likened to Bob Hope, Bill Clinton, Walter Mondale, King Friday and, to add insult to injury, the Travelocity Gnome, who can't even get his hands out of his pockets to light a smoke. Anyway, here are the results.
5 World-changing 1%
4 Great 8%
3 Good 14%
2 Fair 12%
1 Forgettable 18%
0 Actively Annoying 47%
And here are the fave responses.
3 I wonder why this seems to have sexual undertones. Could it be the cigar?
4 In these overregulated times, it's fun to see some unabashed nose-thumbing at the tofu and pinot noir set.
0 This ad manages to elevate being an asshole to new heights.
3 Although it leaves me not quite sure if I've just been insulted, I do believe this is absolutely right for its target market. I can hear the satisfied chuckles and see the nods of assent in stogie smokers everywhere.
0 Who knew the man living under my bed when I was 5 would become a spokesperson for cigars?
2 I'm utterly confused about what to make of this ad, but the concept of Mr. Punch is weird yet funny, and I'll remember the brand. I might even try the cigar.
0 A jester repelling idiots?
3 I think anything that juxtaposes "idiot repellant" with a cancer warning is pretty funny.
1 Isn't there something creepy about using a child's puppet to sell cigars? Is that legal?
1 A so-so idea, with pretty much crap execution — no mystique, no class. One would think this is an ad for a nickel see-gar.
2 The line is kind of funny, but every single art direction decision, from the speech bubble to the creepy jester's outfit, is baffling.
1 I don't want to be judged by a puppet, nor do I want advice on my cigar purchases from one.
0 He should be Mr. Prick.
3 Obnoxious, but rather enjoyable — just like cigars.
4 Arrogant bastards will love this ad, which is a good thing, since they're the demographic.
0 I'd like to punch the puppet.
0 Where's Judy when we need her?
1 Apparently the repellant isn't working, 'cause it doesn't look like he's gotten rid of himself yet!
4 This is funny. To quote The Onion, "Second-hand smoke leads to second-hand cool."
0 When I looked up "Actively Annoying" on Wiki, this ad was there.