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Joop jeans doesn't put its ideas on one leg at a time in a new magazine and outdoor campaign from Backer Spielvogel Bates/New York. Photography by Scott Morgan.

Chuck Finkle/Art Director

Goldsmith/Jeffrey, New York Applause for doing something different; boos for doing something different only for the sake of being different. Although this use of a child-as-Wonder Dog to sell jeans doesn't sink to the level of using a man dying of AIDS to sell sweaters, it relies on the same sort of non-idea: a shocking visual that has nothing to do with the product, and a logo stuck at the bottom. Admittedly, this is a tough category, but an idea would have worked far better than just a thought.

A little research among parents might also have revealed that comparing the housebreaking of Fido to the exhausting, exhilarating, mind-stretching job of raising a child was also just plain thoughtless.

Karin Onsager-Birch/Art Director

Goodby, Berlin & Silverstein, S.F. This is fun-looking, but at closer glance I find the line pretty degrading and the sub-line terribly unimportant. The ad makes me think Joop is a stupid company trying to be cute.

Barb Paulini/Senior Art Director

Hoffman York & Compton,Milwaukee My mother, who never put me on a leather-collar leash; who knew that a retouched shadow under a baby shouldn't look like a starfish; who knew the difference between a great stripping job and a cut and paste; who knew how to punctuate a headline; and who, above all, knew a good idea when she saw one, always told me, "If you don't have anything nice to say, don't say anything at all."

Tim Bauer/Senior Writer

GSD&M, Austin

I saw a cool layout and read the line and was sold. Then I found out they weren't selling flying babies. Too bad, because as a jeans ad it's pretty dumb. I'm supposed to relate to the thought, think the company really knows me, and let all that good will rub off on the product.

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