Rate the Ad: T-Mobile: Cow

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Last time,we threw Walmart's new, light logo out to the crowd and were delighted that dozens of Rate the Adsters spoke up. The retail giant is switching out their highly recognizable navy block lettering and star, the symbol of the company since 1992, for a brighter blue, lowercase and a sunburst. A wide variety of commenters chimed in with an even wider range of responses, but many paid special attention to the new yellow, sun spot. Some thought it looked like punctuation (asterisk, a circle of apostrophes), others saw notes from other brand marks (WaMu, Target, Pampers) and a small contingent even spied human parts and bodily functions (you'll have to find those yourself).

Defending the overall impact of the new logo, "tmacreative3," who we'll bet is close to the rebranding strategy--The Martin Agency is Walmart's AOR--thinks the change is effective: "I love the fact that they didn't try to 'evolve' the old logo by making some small insignificant change....Once this change is made, the average consumer is not even going to know that they changed the logo. But they will subconsciously notice that the store somehow seems more modern and less dowdy." Exploring the motivation behind the new look, "kskelley1976" adds: "I actually like the updated logo. I think it does show a softer side and promotes the message of sustainability that WalMart has been promoting."

Representing those who aren't fans, "thinkbigcreative" says, "The starburst- what's with that? What were they thinking by making such a drastic change to the logo? There is a blindingly stark contrast between the new and the old--in this case, not a good thing. The classic (if not patriotic) Walmart identity that we've all come to know and admire has been lost by being poorly diluted, thrown in a blender and shoddily repackaged."

This week, we look to what's been deemed offensive by ad viewers in the U.K., where banned ads have grabbed recent attention. Namely, a Heinz spot depicting two men kissing—Dad running to work and the Mum-turned-Deli man making sandwiches—was banned after a flurry of complaints to the British regulatory organization Advertising Standards Authority.

Now we want your perspective on the above T-Mobile spot, which revolves around a veterinarian searching for cell phone minutes up a cow's rump. Keep in mind, The Guardian reports that earlier this year a Volkswagen Polo spot, in which a small dog looks frightened to the extent of shaking, resulted in 732 complaints about animal cruelty to the ASA. So, what do you think? Will animal-loving Brits be shocked? Does this depiction lead you to thoughts of animal mistreatment? Let us know what you think about this spot and the U.K.'s crowd-censorship in general, below.
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