Posts Tagged ‘awful’

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.

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-

Worst Ad Wednesday (WAW): Enterprise — We’ll Pick You Up

Wednesday, April 2nd, 2008

jtherkal: When you’re talking about the worst ads in the world, it’s hard to find footage online. And my television capturing device doesn’t run so smoothly, so we’re working with stills here. Thankfully, you’re not missing much by not seeing this titanic failure.

Basic premise: Man and mother need rental car.

Enterprise picks up man and mother.

They drive to the rental car place and we see the rental car discount offer screen.

Commercial ends with a reminder that Enterprise picks you up.

jtherkal: This is a simple formula and the story is easy to understand. Problem is, it sucks. The story sucks. The acting sucks. The direction sucks. The music sucks. It’s like someone at Enterprise decided not to hire an agency, but instead let their 45-year old mother Mormon mother write, direct and produce this stinker.

What makes it even worse is that Enterprise actually has a relevant differentiating benefit (yeah, I went to business school, bitches). They pick you up! Are you telling me you can’t come up with some brilliant advertising centered around a car company that picks you up? These commercials get me to remember that they’ll pick me up, but they also make me think of Enterprise as a retarded aunt who really likes ice cream sandwiches and soft rock. I don’t want her picking me up.

Nice diversity, though. And I love how they seamlessly and elegantly integrated the offer. And how they use the word “most” three times to let people know that in no way is anything they’re saying guaranteed and still needed four lines of disclaimer. FFFFFFF, F, F. And F.

sjbooher: Welcome to Worst Ad Wedneday! Relevant differentiating benefit in the hizzouse! Supposedly this has been on a lot during March Madness… but I couldn’t tell you that, and I’ve watched damn near every game, and I’m supposed to be paying extra attention to ads. That can’t bode well for the campaign. In my opinion, this would seem to be more “mediocre” than “worst”, but I’ve seen it 100+ times and don’t remember it, that would be a colossal failure. I’ll hold judgment until I’ve actually seen it, but things are not looking good.