Guest Review

Published on .

Jon Soto, ECD, Publicis & Hal Riney, S.F.

Walt Connelly, ECD, JWT/N.Y.

1. PSP "POV"

We see new owners, including rapper Busta Rhymes, playing with their new gadgets-from the gadgets' point of view.

Agency: TBWA/Chiat/Day L.A. CD: Jerry Gentile CW: Brett Craig AD: Doug Mukai Director: Dave Meyers/@radical.media Editor: Chris Davis/Outpost Digital Visual Effects: Zoic Studios Song: "Take Me Out" Musical Artist: Franz Ferdinand

JS: It's fun to watch. Raise your hand if you're getting bored with the 'Pick-a-popular-track-and-run' thing, too? It feels like it's somehow become part of the formula now. I know it works, it just feels to me like it's cheating sometimes. Anyway, the spot itself has a lot of little moments that I like (the neck brace guy and some cameos), which will keep it interesting with time. The product itself is amazing. I can't rave about it enough. I wish I had one. My wife won't let me buy one. (2 stars)

WC: I love when a spot lives up to the product it's introducing. I'm completely intrigued by the visual style of this spot. Shooting from the point of view of the device is not only an intriguing execution but it also gives human qualities to the product. The song is a great choice as well; it gives the spot the right vibe and the lyric "Take me out" says enough without slamming you over the head with a sell. The PSP is for entertainment and the commercial shows off the value of just being entertained. (3 stars)

2. UPS "Chase"

A woman plans her escape from pursuers on the timely arrival of a UPS truck, then uses it to break her fall from a tall building.

Agency: The Martin Agency CDs: Andy Azula, Chris Jacobs CWs: Joe Alexander, Josh Gold ADs: Kevin Thoem, Cliff Sorah, Mark Peters Director: Phil Joanou/MJZ Editor: Richard Learoyd/Whitehouse

JS: I didn't like this very much at all. Feels like we've been seeing executions of this same spot for years now. (one star)

WC: This UPS spot just feels dated. It's not very suspenseful, even though it's trying to be. Everything from the casting to the actual gag seems like well-trotted territory. (one star)

3. Mini "Counterfeit Mini"

A fictional site about spotting cars that want to be Mini Coopers. Sections include "Detecting a Fake" and "Victim Support," as well as films with testimonials and comparison tests.

8www.counterfeitmini.org

Agency: Crispin Porter + Bogusky ECD: Alex Bogusky CD: Andrew Keller ACD: Steve O'Connell CWs: Franklin Tipton Rob Reilly ADs: Tiffany Kosel Director: Bryan Buckley/Hungry Man Editor: Kirk Baxter/Rock Paper Scissors Interactive Agency: Exopolis

JS: Like most people, I'm a sucker for parody. I wish I weren't, but when it's done well I can't help but enjoy it. I found myself digging deep into this website. I like how subtle the sell is on the car itself. It makes me like them for not pushing sheet metal in my face. I also found exterior links to weird films in there. Yay, internet. (3 stars)

WC: OK, now I'm jealous. This site takes what has become the cultural norm of rip-offs and has great fun with it. The selling of cheap knockoffs is something you see in the streets of New York everyday. It's fascinating watching people drool over a fake Rolex and then proudly show it off to their friends as a fake. The power of these brands is so strong that some people don't seem to mind that it's not real. This site takes all that strange behavior and has fun with it. The design, the language and the web movies are so entertaining, you just don't want to leave this site. (4 stars)

4. Fuse "Reprogram"

Long-copy ads proclaim the values of the Fuse network.

Agency: Amalgamated CD: Jason Gaboriau Creatives: Jason Gaboriau, Kristin Rumble, Doug Cameron

JS: I see what they're trying to do-they just assumed that I wanted to take the time to get there with them. I didn't make it to the top of the white F in any of these posters before I started feeling bored, and I looked to the bottom of the page for help. I'm just not feeling any distinct personality from Fuse with these. I do know that there's at least 10 really interesting thoughts buried in each of these posters that can be turned into several simple individual ads. People hate ads. No one wants to work that hard to get to the point. Even people in advertising. (one star)

WC: These ads are asking me a number of edgy questions that are being presented in a very predictable and almost corporate-looking layout. Are they introducing the Fuse name? Are they telling me to reprogram? Is Fuse "The new era in music television"? If you're selling the next thing in music television and the only irreverent thing you can do is ask a bunch of questions, then it's a missed opportunity. (one star)

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