A designated webdriver, seen in Spin.
This is it, the whole ad. If you saw this in a magazine, would it drive
you anywhere? Rate the ad 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 photography, the payoff at
the website, whatever. Click the ad to play.
Last week's Rate the Ad.
Are we having a Maidenform dream? This CW-X ad pulls a Good/Bad ratio
of 56/44 on an unhandicapped three/three split on the six tiers of the
Rate the Ad-o-mometer, which seems like our best showing since
"full-figured gal" Jane Russell last crossed her heart. Women testified
that they could relate to the problem; men testified that they like
boobs, partially wrapped in anything. Everyone testified that they love
"mono-boob" ‹ except the handful of Fussy Gussies who wrote things
like, "I believe the correct term is actually uni-boob." Which leads
us, of course, to the usual lack of consensus. On the one hand, someone
will complain, "The cleavage in this picture rivals Victoria's Secret
models"; on the other, someone will complain, "That dude's HOT." Then
there's Rob, who writes, "When I was 5, I thought my grandmother's
cleavage was really her ass. So I always have this weird thing with
cleavage ads." Thanks for sharin', man! Anyway, here are the results.
5 World-changing 4%
4 Great 23%
3 Good 29%
2 Fair 21%
1 Forgettable 13%
0 Actively Annoying 10%
And here are some of our fave responses.
4 Clever and true. Any woman with breasts will get this ad.
0 The creative got lost somewhere between catalog and print ad. Did the client art direct this?
4 I am the target market, and I am so there.
1 That wisp of hair is the only sign that this is not a cross-dresser preparing his cleavage for a night out.
3 They should have "mono-boob" in the headline. Just because it's "mono-boob."
4 I'm guessing they hit the nail on the head with the photo. Guessing, because, after all, I'm a man.
1 Terrible supporting copy. Pun intended.
4 Oh, man. Any ad that combines boobwrap with cleavage is a winner.
0 This leaves me with a breast cancer/augmentation surgery vibe that totally turns me off of the ad.
4 I love the language in the body copy. This is the way women actually
talk about underwear, and it lends credibility to this ad.
1 This ad was a lot cooler back when I thought the model was a man.
0 OUCH! I'm completely in their target market and a big consumer of
sports bras, but this just looks so painful. No matter what the copy
says, I will always associate this brand with discomfort.
Easy enough to pick on the competition, but when you don't have enough
confidence in your own product to actually show how it's an improvement
‹ in action ‹ you just come off as all hat and no cowboy.
This is great! I only wish we could see the expression on her face ‹
that would really nail the ad. Definitely going to keep my eyes open
for this product.
0 Great idea, but what a layout disaster! The treatment of the copy, the product shots and the logo is abysmal.
3 The image looks disturbing at first glance, but once you read about
the product, it's kind of catchy. Makes me want to buy it.
I'm normally a fan of bondaged breast shots, but this really did more
to remind me of crackin' a rib playing JV football than anything else.
3 As a guy, I'm not a potential customer for the sports bra; nonetheless, I studied this ad carefully.
4 Any girl who works out can relate.
5 Any ad that uses "mono-boob" has actually changed the world.
CLICK HERE TO RATE THE AD