Rate the Ad

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This week's Rate the Ad. An action movie montage from Skechers, some references more obvious, and more current, than others. (We've seen a male-starring version of the ad as well.) Does this make you want to kill your bills on Skechers? Rate it on a six-degree taste scale of excellence on the PrintCritic 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/photography, the copy, the concept, the brand, whatever.Click here to play.

Bottle Service
Last week's Rate the Ad. Svedka's kinky-submissive, woman-as-table attempt at retro-sexist chic had a short leg on the PrintCritic Sweet Meter, with a 48/52 Good/Bad ratio, comparing the top half of the meter to the bottom half. Despite a general high regard, even among many of the hardline feminist decriers, for the model herself and the photography, this ad's getting goose-egged to the tune of nearly a third of returns, though, by the same token, it's 24% in the Sweet Zone. A lot of Clockwork Orange references, too, but rather than lending the ad an art-film aura it's mostly being damned for a lack of originality. Here are the results.

5 Very Sweet 16%
4 Sweet 18%
3 Semi-Dry 14%
2 Dry 11%
1 Extra Dry 10%
0 Sour 31%

And here are some of our fave comments.

0 How about replacing the woman with the "creative person" who allowed his juvenile wet dream to go to print?

5 Very interesting framing!

4 Although the concept is misogynist, the design and the shot are great. The target audience will love it. This is the kind of ad that will be hanging on some frat boy's wall.

4 I'm sure there will be a bunch of feminist comments on this one, but it works. Few things are more attractive to a man's psyche than sexually degrading women. Good art direction as well.

4 As pandering and debasing as this outtake from Eyes Wide Shut may be, it's going to sell tons of vodka. Patently offensive and positively effective.

1 I drink vodka, wear black, date sexy peroxided women and I still don't get this ad.

4 I'm a career woman and I love this! The layout is beautiful and I love the color tone.

3 This ad is just looking for feminists to protest it, but I can't help feeling strangely attracted to it. The issue I take with it is the brand itself seems weak in the ad, and I may have a problem remembering it.

0 If I didn't know better, I would have thought it was an ad for a strip club.

1 It's nice to see that Old Navy didn't hurt Morgan Fairchild's career.

0 You can actually see the pain in the eyes of the human table.

4 I think the people sitting at the table with their heads cut off is good — makes you wonder what's happening up there.

3 Maybe they could build a website after Burger King and call it www.subservientchick.com.

5 Fishnets. My weakness. I'm buying the booze.

1 eBay item #A329: Mid-'80s Ikea "Helmut" table (available in artificial blonde veneer only). Barely used, due to lack of originality. Make offer.

0 Somewhere there's a dickhead creative director driving a BMW because of this piece of shit.

4 It should be noted that in other executions in this campaign, men are also used as furniture, accessories and typical household objects, in various states of undress. Very clever, very 9 1/2 Weeks.

2 The vodka of choice for Spinal Tap's "Smell the Glove" tour?

3 My girlfriend actually bought a bottle of Svedka after seeing this ad, so who knows — we may be getting a new table soon.

0 This disgusts me.

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