Joe Crump, Executive Creative Director, Avenue A, Razorfish
Roger Baldacci, Creative Director, Arnold Worldwide, Boston
Metro gives everyone a chance to think for themselves.
JC I happened to see this piece a day after Obama's Philadelphia speech on race. Can't help but feel the ad is designed to provoke the basest possible reflexive responses. It may be artful, but it's prurient and insulting. No Stars
RB Hmmmm. An ad telling me to think for myself. Isn't that telling me how to think? Think about it. Know what I think? I think this ad is not very good. Actually, I don't really think that. A large black faceless man crouched behind me is making me type this. And his breath smells of lavender. No Stars
Rolling Rock: Moonvertising
Plant your flag on the lunar wonder.
JC Kind of a fun concept, poorly executed. One Star
RB What's next? Cleaning the Shroud of Turin for Tide? I think this whole campaign is just silly, so I'm not a fan of this website. Who really cares? Who wants to read messages from a bunch of loons? And if I do, I'm going to go to KY's keeplifesexy.com. At least there, the product tie in is better and more relevant. This seems like one small step backwards for Rolling Rock. (Sorry, my other moon joke was going to be: "Looks like it was a full moon when they created this.") Two Stars
Jawbone: Boo Boo
You always knew horsing around poolside was dangerous.
JC Everyone needs an editor—this spot needs one more than most. It would've been so much better 75% shorter. I loved the twistedness, though. And I thought the graphics were super cheesy. Two Stars
RB I found myself drawn to this like a bloody accident. The long, gratuitous opening shot of the world's hottest MILF? Perfect. Maybe I'm sadistic, but I just loved the three db's (no doubt character references from the creative team) getting chewed up by the dork-eating shark. In fact, had I been there, I would have taken off my Jawbone to listen to them. Still, the efforts here to be wacky seem a bit overt for my liking. Three Stars
MasterCard: Studious Pupil
The eye has it.
JC So peculiar and memorable, though maybe too hip for the room. The writing was great, and might have been paid off by a more direct connection between the visuals and "priceless." Three Stars
RB This guy leads a boring life. He is somehow stuck in the '70s in a world apparently created by Andreas Gursky. He has no friends and is prone to wearing thrift store clothes. Yet he (or rather his right eye) is searching for the "priceless" things in life. So he flies a kite? Despite the weak payoff and the over-stylized art direction, the strong writing saves this and makes it a pretty decent effort. Three Stars
Julia lives in Oakland and works with wood.
Rolling Rock: Moonvertising
Rolling Rock's Moonvertising campaign is totally budget. The premise of projecting a giant RR symbol on the moon left me bored and confused and wanting a cold bottle of anything but grody Rolling Rock. Wait—why are they doing this? Who thought this was a good idea? The website's dreary graphics and lo-fi, sci-fi kitsch seem uninspired, and the features (post your own message on the moon! i.e. "I love Cristina Rodriguez!" "Snootch to the Nootch!" etc.) function as a dudely message board for frat boys to communicate profound words to their brothers down the hall.