Archive for the ‘F’ Category

Spirit Airlines - Weinergate

Friday, June 10th, 2011

jtherkal: Normally, I wouldn’t think to bring a SPAM-type email into the fold here, but I think Spirit’s recent “campaign” warrants some attention. First, for context, if you somehow have missed the news and/or The Daily Show for the last two weeks, we’re currently being inundated with news about Congressman Anthony Weiner’s twitter dick shot and scandalous online sex affairs. So, in timely fashion, Spirit Airlines has apparently jumped into the fray with these cheap “weiner” gag emails.


As if people didn’t already think Spirit is despicable–with their nickel and dime flight booking rape trickery scheme–now they have to go low brow on their advertising? I’m sure someone, somewhere at Spirit thought this was funny–some assistant AE in charge of overseeing the email campaign that no one with a real job gives a shit about. But I can’t believe they thought this would fly. Get it, fly? Airplane? Fly, weiner? Not all attention is good attention. F this.

sjbooher: I’m not as up in arms about it, but I don’t get it… how does the hot dog even relate to the sale? Weird. D+

Miller Lite - Liteguards

Friday, April 29th, 2011

jtherkal: Fifty girls in bathing suits, running around, holding beers. Sounds like a winner. But it’s not. I can’t put my finger on why this is bad. Maybe because it seems cheap and poorly made, like a straight-to-dvd comedy. Maybe because the girls aren’t in bikinis, but instead are wearing unattractive one-pieces. Maybe it’s because they showed me a can shaped like a bottle. Maybe because they’re trying to launch tastepoints.com, a program that’s bound to fail. Suuuuure, after putting down ten Miller Lites, what I want to do is go online and register my cans for some Miller Lite flip-flops. It seems like beer advertising should be easy, but apparently it’s not. D+.

sjbooher: I’m moving to Canada. F.

NAPA Know How

Friday, April 15th, 2011

jtherkal: Holy horrible, Batman. At first glance this campaign is terrible. It seems to be riding the Subway $5 Footlong song wave, trying to use a catchy song to get peoples’ attention. It has succeeded, but not in the right way. I remember this as something I never want to see again. So naturally, my first thought was to give it a massive F. But upon closer inspection there are a few factors to consider. 1. I’m not a car guy, so I was probably never the target. But if you look at it from the target’s POV–that being gearheads and NASCAR buffs–then maybe a silly country music song is just what the doctor ordered. 2. maybe they intended it to be terrible. There are a few phrases SJB and I have been using for years that seem to apply here: “So bad it’s good.” And, “If it’s going to be bad, it might as well be the worst.” This is so bad, that in some ways maybe it’s good. And maybe once they realized it was bad, they just went all in and made it the worst.

So for the first time ever, I’m giving this an F. And an A!

sjbooher: That is amazing commentary, JT. I saw this one and had very similar thinking, except I like the song. What I didn’t understand is why they didn’t put the singer more in character. Short of dressing the singer in country western gear, I’m not sure how you do that, but that’s what I’m a critic and not an ad writer. Herkal almost has me convinced, though, hmmm. A. I think if I saw this 10 times I would eventually be singing the song and laughing hysterically.

Fanta — CGI Fanta World

Friday, March 25th, 2011

jtherkal: Nooooooooooo! Noooooooooo! You killed off the Fantanas, those four vibrant, beautiful ladies who sang catchy songs about Fanta? I can’t tell you on how many levels this is the wrong move. First, everyone knows that all you need to be successful in advertising is a catchy song (sorry Arby’s). And “Don’t You Wanna Fanta” was it! You look hot in all that plaster, drink some Fanta, faster, faster! Brilliant. Second, never replace hot girls with CGI people who have strange worm lips. And third, the Fantanas were an icon. When I tried to find the original spot on YouTube, I had to sort through all kinds of remixes and imitations, etc. That’s the ultimate success, when people are remaking your ad! Fail fail fail. F.

In related news, I had one roommate, who whenever he introduced me to people would say that I write ads and that I wrote the Fanta commercials, which is false. I wish I had.

sjbooher: The only reason this is not an A for me, is because I agree that they should not have stopped the old campaign. It was very memorable, catchy, all that. I like this new on too though… but I doubt it has the same impact.

(sorry for the poor quality, best I could find)

Dove Men Care — Bobby Hurley

Tuesday, March 22nd, 2011

sjbooher: ARE. YOU. KIDDING. ME. What’s next Jeffrey Dahmer for Heinz ketchup? Osama Bin Laden for Water Babies suntan lotion? How about throwing Kim Jon-Il in the adidas “All In” campaign? Look, I am a Michigan alum and a Carolina fan since a young kid, so I know I’m biased. But the Duke basketball team is one of the most hated, if not the most hated, team in college athletics! And they are personified most by either Hurley or Christian Laettner! And THAT is whom you pick as your spokesperson? Good thinking. I’m guessing a lot of people felt the same way, because by Duke’s second tourney game this weekend they had switched this spot out for one featuring Magic Johnson. Amazing. What are you doing? F.

jtherkal: I didn’t dislike this ad when I first saw it. Probably because I didn’t remember it. And I didn’t remember it because I didn’t notice it. So that’s not a good start. However, if the tag line is “comfortable in your own skin” it makes perfect sense. Bobby doesn’t care that you don’t like him or that you hate Duke. He’s comfortable being that guy. Bobby knows, haters gonna hate. But that doesn’t mean he can’t use soap. That being said, this felt cheap. Like some college kid made it with iMovie. Maybe Bobby was the only person those college kids could get. D+.

sjbooher: I hope Dove is comfortable in it’s “selling less product” skin.

Arby’s — Good Mood Food

Friday, March 11th, 2011

jtherkal: Oh jeez. Two years ago I bought stock in Arby’s/Wendy’s. Why? Because I love an Arby’s Roast beef sandwich, and I love the Wendy’s spicy chicken sandwich. I believe in them. But this latest ad has me questioning my belief. I know after the five dollar footlong song everyone thinks they need a clever jingle to sell fast food. But it has to be a song that makes me want to eat your food, not a shotgun. The guy they cast as the main “song host” is easy to hate, the song is not good, not funny, and that chorus at the end where they’re all in the parking lot is the coupe de grace for any hope this had of being even remotely tolerable. This makes even the terrible BK Breakfast song ads seem brilliant. This ad is bad enough to actually make the stock price plummet. Time to sell. F.

sjbooher: I definitely don’t like this. On top of it being bad in and of itself, it’s DERIVATIVELY bad. I feel like 8 other brands have done this. The first thing that comes to my mind is the beer campaign (was it Miller Lite?) where the guy sings “Mr. So-and-So”. Then the bouncing ball on the bottom has only been done 3 quatrillion times. Also, there is too much going on. I was trying to read, listen, look and didn’t catch any of the punchlines. The only positive is “Good Mood Food”. That could’ve worked. I like looking at those 3 words on top of each other. Also, I most likely will never eat an Arby’s sandwich in my life, if that counts. I will dabble in their curly fries, if forced too, though. D-

#4.7 — Pepsi Max — Mind Reading Date

Wednesday, February 23rd, 2011

sjbooher: The hits just keep on coming from Pepsi Max. Lowest common denominator again? Awwww yeah, again and again! Word to Wu-Tang. F.

jtherkal: Pepsi Max didn’t do itself any favors by not really publicizing the fact that these were made by consumers. I think 99% of America thinks these were professionally produced ads. I guess they were still approved and sponsored by Pepsi, so they’re still at fault for this year’s trash. I guess I like the lowest common denominator, though, because at first I was on board with this. Then they both think they want that Pepsi Max, which would clearly never happen. B-.

sjbooher: Also, why doesn’t he just order a PepsiMax? Also, what restaurant plays violin music, then serves drinks in a can with no glass and/or ice?

#4.4 — Cars.com — Talking Cars

Wednesday, February 23rd, 2011

jtherkal: Them cars is talking! This was average at best. Again, lost in a sea of car commercials. C+.

sjbooher: Caaaaaaaaaaaaaaaaarrrrrrrrrrrrrrrrrsssssssssssssssssssssssssssssssss! Talking cars! Sexist cars! Did the Pepsi Max people write this? F.

#4.3 — Cadillac — Raindrop

Wednesday, February 23rd, 2011

jtherkal: Do you think all of the car companies knew that there were going to be 60 car ads running during the Super Bowl? Because if they did, and they put out these boring ads, shame on them. This does nothing to convince me to buy a Cadillac, and unless it was listed here as a Super Bowl ad, I wouldn’t have ever remembered seeing it. D.

sjbooher: Cars, cars, cars… round up all your stupid ads and send them to Mars. I wrote down “nondescript”. There you have it. F.

Also, Cadillac wheels, Cadillac grills, check out the oil my Cadillac spills.

#4.2 — HTC — Global Matters To You

Wednesday, February 23rd, 2011

jtherkal: Boring. How was this a Super Bowl Ad? I like the insight, which has them taking credit for a lot of the innovations Apple developed, but this does nothing to differentiate itself within the Super Bowl Ad bonanza. I guess it’s not a car commercial, which is a start. D.

sjbooher: I have no idea what you are or what you do, other than you are sort of like an iPhone. Hmm, when’s the next iPhone come out? F.