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Hinge Marketing?
Let's go back to obscure high tech and the Voq Professional, another product we've never heard of, from the pages of Wired. Though we haven't any use for it, is this a cool phone or what? But is it a cool ad? Two bumbershoots up or do you wanna rain on this parade? Rate the ad on a six-degree taste scale of excellence on the Sweet Meter, with 5 being the top score: 5 Very Sweet, 4 Sweet, 3 Semi-Dry, 2 Dry, 1 Extra Dry, 0 Sour. And feel free to write in your comments about the art direction, the photography, the copy, the concept, whatever. Click here to play.

Last week's Rate the Ad. McDonald's Big Mac/audio tech timeline creates confusion and gets a big wack attack, with a Good/Bad ratio of 42/58, comparing the top half of the Sweet Meter to the bottom half. A 36% in the two lower tiers known as the Grimace Zone is not a lovin' feeling, though with 26% in the Sweet Zone, this ad does have its share of Golden Archers. As well as plenty of McHaters — there were so many references to fat content and cardiac crises, we had to get a quarter-pounder with cheese just to calm down. The confusion concerns the nature of the timeline; many respondents figured it to be tracing the development of audio technology — the absence of the 8-track and the iPod were frequently decried, for example. In light of the years chosen in the ad, this notion of a tech timeline makes no sense at all; it appears to be the personal timeline of one Big Mac user, hence the "my Big Mac is perfect" copy. Though this doesn't necessarily make any sense either; why, for instance, would someone who bought a turntable in 1973 not get a 45 till six years later? There was also much indignation to the tune of "this ad has been done before," most notably in Jim Beam's "Back to Basics" campaign. Maybe this is like getting a 45 six years later. Anyway, here are the results.

5 Very Sweet 6%
4 Sweet 20%
3 Semi-Dry 16%
2 Dry 22%
1 Extra Dry 13%
0 Sour 23%

And here are some of our fave responses.

0 Another timeline ad. This technique hasn't changed since the beginning of the beginning.

2 Come on — music media have improved by leaps and bounds through the years but McDonald's couldn't find one way to improve a burger?

5 The best thing I've seen from McDonald's since I was a little kid.

0 What's next? An anti-health manifesto from the UnaBurger?

4 I like the Darwinian timeline idea. Though it's not new, it's interesting enough to make you stop and look, so the ad does its job.

0 Bring back the clown. Do something. Anything but this.

0 Am I supposed to listen to a Big Mac and eat my iPod?

0 I expect more from an American icon. This is just plain awful.

4 If what you're selling is consistency, push the consistency thing.

4 Would have given it a 5 if the copy simply read "Why change perfection?" The Big Mac is iconic — Mickey D's has to stand by it, and there are few better ways to do it than this.

2 Copy could be cut down to about five words. The Big Mac looks cold and unappetizing.

4 Clean, simple. What goes around comes around.

3 Heart disease has been around since then, too, and it's also perfect.

2 The Big Mac I bought last week tasted like it was 37 years old.

1 I've been over my McD's phase now for about 25 years, but I don't see what this ad brings to the emotional attachment I once had.

3 My Big Mac can play music? Why has this been kept a secret?

1 I have a dream: One of these days Micky D's is going to wake up and realize that they simply aren't cool and they stop trying to be. Because they always mess it up. To the point that it's just . . . uncomfortable. Like, sticky-weird uncomfortable.

3 I hope this is targeted to a 50+ demo, because they're the only ones who can relate to the progression.

3 Yes, some things never change. Except, of course, the way we listen to music and the desire of most everyone to consume 33 grams of fat in a single sandwich.

1 Please. Just show me an enormous photo of a Big Mac to get my appetite going.

5 No doubt there'll be the usual bag of detractors who hate McDonald's and therefore hate the ad. But this ad does what ads are paid to do. Great message, well delivered. Is it original? Who gives a flying fig?

2 Is that really smart? Comparing vinyl and plastic to your food?

0 Thank God they've reintroduced the Big Mac after a long period of experimentation in the field of audio technology.

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