Rate the Ad

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Fruitopia Lanes?
This week's Rate the Ad. Skintimate shave gel. "Apple Berry Crush. A juicy new way to get Skintimate with your legs." Uh, right. Female readers of PrintCritic, we're gonna need your input on this one, so send comments — don't leave this all to the men, trannies excepted, of course. What exactly is going on here and is it speaking to your skin? Rate the ad 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 photography, the copy, the concept, the brand, whatever. Click here to play.

Lost Highway
Last week's Rate the Ad. This Wendy's effort went over like a Classic Triple With Cheese at a meeting of the Mahatma Gandhi Fan Club in the PETA Building. Few pollees could get past the notion of warm milk with a burger, even though the ad suggests you're having a burger instead of warm milk, not with it. In fact, few pollees could get past the UFO motif, the Photoshop job, the idea of fat stoners on a 2 a.m. munch-quest, or the hideous square of meat itself; this ad represents a new low in Sweet Metering with a Good/Bad ratio, comparing the top half of the meter to the bottom half, of a dismal 32/68. Here are the results.

5 Very Sweet 3%
4 Sweet 12%
3 Semi-Dry 17%
2 Dry 12%
1 Extra Dry 24%
0 Sour 32%

And here are some of our fave comments.

0 Warm milk has met its match. This ad.

4 Encouraging a meal before bedtime gives your body even less of a chance to burn the calories. Fantastic. Dave Thomas not only would love this, he probably lived this.

2 Why are all Wendy's ads the work of the inexperienced juniors? Can someone please give them a course in Photoshop?

0 I was wakened from a deep slumber to find them standing by my bed. They probed me with painful comps and boards, then sent me on my way with nothing but the stale aftertaste of a bad idea poorly executed.

4 Either way, a cow loses, which probably makes horses and people who eat cheeseburgers at midnight happy.

4 It's in-your-face advertising. Not everyone is ready to settle for warm milk and half a cookie at night.

0 The perfect topper to a night of heavy drinking, which is probably when this ad was developed.

4 What an ad is supposed to do; it's to the point, with solid, easy-on-the-eye graphics.

1 The headline resonates like a lactose-intolerant cow. The photograph is as appealing as a growth I saw removed on the Discovery Health Network last night.

3 I once caught a glimpse of the Great Floating Cheeseburger on my way through New Mexico during a solo road trip. It was 3 a.m., I was 20 years old and I had my whole life ahead of me.

0 Do they have to show the square burger? I know they're made that way, but it really creeps me out.

0 Mmmm, Wendy's and a nice big mug of hot skim. The only thing missing is the melty slice of Pepto-Bismol.

1 Isn't there a more interesting way to say "open late" than a flying saucer burger and a "warm milk" line?

0 I highly resent the drug innuendo in this ad. Why not just say, "When you're as high as this 3,000 pound burger, we're open."

0 Who's the genius who showed Bippo the Chimp how to use the outer glow effect in Photoshop?

4 Pretty darn sweet. Sure, it flies in the face of the fast-food backlash, but the people this ad is addressing are the stoners who might otherwise head for Taco Smell. They're eating crap anyway — at least this looks delicious.

1 UFO (Unidentified Fattening Object).

1 I wonder if they have a plan to deal with the lawsuits that are sure to come when consumers start falling asleep at the wheel after slurping down this "sleeping pill in a bun."

3 Anyone know where I can get a Dave Thomas nightlight?

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