Rate the Ad

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Square Meal After Midnight?
This week's Rate the Ad. What an interesting tack for Wendy's to take in the face of the McD's Super Size Me "scandal" and the general fast-food backlash. A Classic Triple With Cheese before bedtime? What would Dave Thomas have thought of this? Rate the ad, not the food, 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, the copy, the concept, the brand and, yes, even the food. Click here to play.

Puts the S in Sweet?
Last week's Rate the Ad. This Skechers action chick did not quite get a Hanzo Sword Salute on the PrintCritic Sweet Meter, with a 47/53 Good/Bad ratio, comparing the top half of the meter to the bottom half. But fully a quarter of pollees think the ad is Sweet, though nearly as many goose-egged it. A lot of hooked-on-phonics fretting about the alleged S in "action," not to mention whether or not that evil guy is Martin Landau. Here are the results.

5 Very Sweet 7%
4 Sweet 25%
3 Semi-Dry 15%
2 Dry 14%
1 Extra Dry 15%
0 Sour 24%

And here are some of our fave comments.

4 Girl power! The only things left out of the story are the Charlie's Angel alter ego and a Tomb Raider reference. Enough skin for the dudes and "empowerment" for the girls.

0 Looking at the generic movie knockoffs, I'm reassured that my original thought about Skechers being sold only at Payless is correct.

3 Skechers has always done a good job with the whole "power chick" theme. The shoes are power chick shoes, they're all clunky, big and cartoonish. This ad works for the brand.

0 The montage is not bad Photoshop, but I think I could find more excitement wearing a pair of Pumas or some nice looking no-name from Wal-Mart. It's just not smart enough.

2 Fantastic art and art direction, and gives plenty of visibility to the product, but somehow it doesn't stand out from the crowd. The main model is about as engaging as wallpaper, so everything else seems equally bland.

1 I buy shoes to either a) take over the world, b) be comfortable during a nuclear war, or c) hold my puppy and laugh.

0 There's supposed to be humor and "girl power" in this knockoff of the movie poster concept, but it looks more like a little boy's fantasy.

2 Nice art direction of a lame concept. Does another tired movie poster takeoff really connect with Skechers' target audience?

1 As a hot young woman, this ad hits home. I often sprint into action in a skimpy little bikini-type thing with my Skechers on. I thought I was the only one.

5 Charlie, call in the 007 buff chick and gadget her up with the correct footwear.

5 The headline made me laugh out loud, even before I saw the demented mad scientist with his Lhasa apso. Well done, Skechers! You make me laugh. I kill you last.

0 They put the W in stupid.

5 It grabs your attention and directs it to the shoe. You gotta like an ad that finds a novel way to actually sell the product.

4 Not only puts the S in action but also the T&A! Clearly desirable footwear for the multitasker.

1 Puts the S in suction. But it still beats their previous ads featuring twentysomethings on Valium.

0 Horrible, derivative and utterly devoid of a creative idea — so a very apt ad for the Skechers brand.

0 I take it that the S stands for silicone.

4 Love the visual, but I doubt it will sell shoes. I think it has a better chance of increasing rentals at Blockbuster.

0 Obviously, no creatives were involved.

1 When did P&G buy Skechers?

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