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OK, we're going to Brazil. This is an ad for the Novo Mundo Money Exchange. Would you like to pay it some respect or are you planning to pound it? 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 art direction, the copy, the typography, whatever. Click the ad to play.

Murder in the Roo Morgue
Murder in the Roo Morgue
Last week's Rate the Ad. Well, it was happy hour at the Hater's Bar again. Even if we reconfigure the traditional Good/Bad Ratio on the Rate the Ad-o-mometer and split it top four tiers to two bottom tiers instead of the usual three/three — let's face it, a Fair from you people is high praise — this ad still doesn't break even, running only 39/61. However, aside from the numbers, most of the comments were positive, while the negative remarks were often laughable, led by the priceless, "I give it a Forgettable for the interesting visual," and the Actively Annoyed, "I think a shot of my incontinent uncle would have worked just as well." The Concept Commandos ("This is a concept?!"), the Photoshop Posse ("It looks like a flame is shooting out the back of her head"), the Brackets Brigade ("I can't stand any headline in brackets") and the Question Mark Crew ("I can't stand any tagline with a question mark") were all on hand to vent their collective spleen, not to mention their bladder. Anyway, here are the results.

5 World-changing 3%
4 Great 8%
3 Good 13%
2 Fair 15%
1 Forgettable 25%
0 Actively Annoying 36%

And here are some of our fave responses.

4 Sexy marketing of a commodity product through tight art direction and astute POP. Love it.

3 Caught my attention. Touch of sex, mixed in with the South African origin, maybe. Might make me spot it at the local wine store.

4 The photography works to grab your eye and lead into the product. Very pleasing layout.

3 Literal, but not bad. I've seen the others in this campaign — this one isn't their strongest.

4 Does all it needs to do; nicely cast, too.

3 It's visually grabbing and it drills the wine's name into your head.

4 Saying less speaks volumes in this piece.

0 Where's the [real] concept?

3 Apart from the brackets, which I've never understood, this is a good, simple ad for a good, simple wine.

2 I would rather stare at a yellow kangaroo than this tacked-on lump of unnatural hair.

2 The label has more personality than the ad. Falls flat.

4 Not only have I spotted it but I'm dashing off to pick up a bottle.

2 Nice color choice, very clean. But effective?

4 Beautiful graphic simplicity.

3 I think I'll remember this ad when I see a bottle in the store.

4 Striking use of color and beauty.

2 I'd find it artsy and avant-garde, as probably intended, if this sort of hair debacle didn't actually happen in my neighborhood.

4 Boom! Headline. Bang! Imagery. Slam! Product. It works.

Creativity's May 2006 Advertising/Design Annual
Send us your best print and outdoor ads, posters, collateral, brand ID, annual reports, promotions, graphic design and packaging from 2005. Submissions Guidelines: Do not include actual paper ads or any paper text materials with your submission. Only digital files will be considered. File specs: 300 dpi, CMYK or RGB. File types: .pdf, .eps, .tif, or .jpg are acceptable but uncompressed jpeg files are recommended. Minimum image size: 5x7. NO Zip or Stuffit archive files will be accepted. Complete credits and a brief explanation of the strategy/execution of the project MUST be included on the CD in a Word doc, along with details of any awards the work might have won, as well as phone and e-mail contact info.
Send submissions on a single disc to: Terry Kattleman, May Annual, Creativity Magazine, 711 Third Ave., New York, NY 10017. Work must have appeared in 2005. No spec work or student work will be considered. Foreign submissions are encouraged. No more than THREE campaigns/projects per company/office will be considered. There is NO fee for submissions. Work must be submitted by March 31, 2006.
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