Monthly Archives: October 2008

Chips Ahoy! Once Bitten, Twice Shy.


This is an interesting idea, but this ad for Chips AhoyI Cookies doesn’t quite carry it off. The clever part is the wink at the medium, the fake magazine page under the bite mark.

I’m not sure I completely understand what’s supposed to have happened here. If a person took a bite out of the magazine page, the bite mark is much bigger than a human bite. I know, I watch Forensic Files.

“But the cookie is bigger than an actual cookie,” you say. “But the fake magazine page underneath is actual size,” I reply. So the scale is off.

And why is it white where the bite was taken out?

Who knows. Get me one of those cookies.

Le Blanc Needs a Photographer

This ad for Le Blanc Spa Resort is kind of nice. It’s marred by the fact that the photo doesn’t seem to have been taken by a professional photographer. It’s out of focus and badly lit, giving the spa an air of amateurishness.

I would have made the logo more prominent. It gets lost in all the white space and it’s difficult to see what the ad is for.

Kendall-Jackson: Seller of Old Boots

This is ad for Kendall-Jackson Wine Estates features a truly remarkable photograph. I’m a writer, but I have a B.F.A. in photography, so I knew about photography. This is a nice photo.

The problem is that if the reader bothers to read the copy, unless they’ve heard of Kendall-Jackson, they will be hard-pressed to figure out what Kendall-Jackson sells.

The copy talks about family farmers, planting vines, pesticides, water runoff, fish-friendly farming, and healthy soil. The word wine doesn’t appear until the next-to-last line.

The typical reader is going to see the photo of boots, think about shoes, read the first sentence: “The soil is a living thing,” wonder what this ad is about, and then turn the page.

Just For Fun: Milwaukee Heavy Duty

Escape from The Land of Lean Beef

It’s one thing to kill animals to eat their meat. I pity the steer who had to die so his body could be made into stupid disgusting-looking mountains so something called The Beef Checkoff can hawk their wares.

Does this ad make me want to eat meat? No, it just makes me want to puke.

There’s something horrible and obscene about these ads. I’ve talked about them in the past here, and I’ll keep doing it as long as they keep producing them.

They’re so bad, they’re easy to make fun of.

Sierra Club’s Actor Doesn’t Know Jack About Science

Here’s a surprise…a Hollywood actor boldly sticking his neck out to take a stand against global warming. Never mind that most actors only have a high school education; they are the great thinkers and scientists of today who have made strides in the environmental sciences. Why, just look at the famed scientist and philosopher, Leonardo DiCaprio.

David Strathairn is one of the more educated actors. He actually has a degree from Williams College. He went on to further his studies at clown college (true), which no doubt prepared him for his current role as an environmental spokesman.

This ad for Sierra Club features the actor and his two sons, Tay and Ebbe, looking self-rightous (Tay looks like he may have just smoked some whacky weed—I’m just saying). David proclaims in the headline:

My sons and I are often apart these days, but together we are taking on global warming.

The only problem is that the ad doesn’t actually say how David, Tay, and Ebbe are taking on global warming. Your guess is as good as mine. Maybe they’re taking on global warming by stating they’re taking on global warming. If that’s the case, I’m taking on desalinization of saltwater to provide a plentiful supply of water to the world. In my spare time, I’m taking on curing cancer.

The copy goes on to tout some scheme that says we can cut carbon emissions by 80% if we reduce them by 2% each year between now and 2050. This solution is so simple, I’m kicking myself for not thinking of it first.

In the 1970s, they tried to scare us with global cooling. In the 1980s, they told us that we’d all be dead from AIDS. Today, it’s global warming. In 20 years from now, we’ll have moved onto the next bogeyman, perhaps the Martian Menace.

We’ve never let facts get in the way of a good scare in the past, so why start now?

Kaspersky Ad. You Were Not Very Good

The problem with this ad for Kaspersky Lab is that It’s difficult to tell what the company is trying to sell. There’s a picture of a knight walking away with his head down, along with this headline:

DON’T BE SO SAD
YOU WERE VERY GOOD,
ONCE UPON A TIME.

Does this say anything about the product? Does it even give you the slightest idea of what the product is? Does it make sense in relation to anything?

Sadly, the answer to these questions is a resounding no. It looks like an ad for a video game.

If you read the copy (which as I’ve said over and over again, no one will, because there’s no motivation for readers to slog through large amounts of ad copy), you’ll find out that the ad is for a company that makes Internet Security products. The knight is supposed to represent other security software companies, which is only evident if you’ve waded through the copy and read:

Compared to Kaspersky, other security software options are positively medieval.

The reader will see the knight, read the confusing headline, look down at the packages of software, and then turn the page.

Sick of Green and Green Cuisine

When I saw this ad for Contessa Green Cuisine, I thought dear God, please let this be a joke. But it wasn’t a joke. It was real.

Here’s a list of some of the phrases from this ad:

  • takes less energy to prepare
  • comes from the world’s first green frozen-food manufacturing plant
  • the terminology of “Green” originates from the greenhouse effect (this isn’t even correct)
  • Global warming exists primarily because the world has abused its use of energy.
  • So why not choose food produced in a manufacturing plant that reduces its energy use?
  • Our objective is to be part of the solution—not the pollution.
  • Easy on the planet.

It’s like they went to Berkeley, read a few bumper stickers, and turned it into ad copy. If Contessa uses less energy, then good for them! But they should shut up about it, because they’re just adding to the noise of greenwashing.

Note to Contessa: I’m not going to buy your food products because you claim to be a great, green company who loves the Earth. I’m going to buy your food products if they taste good.

If Contessa cares so much about the environment, then why are they offering a chance to win a trip for 4 to the Fiji Islands? Doesn’t all that air travel cause global warming? By sponsoring this contest, isn’t Contessa really adding to global warming? How can they call themselves “easy on the planet,” when their contest is raising the temperature of the Earth, melting the glaciers, and killing all of the polar bears. Someone call Al Gore.

As a responsible company concerned with the fragile balance of greenhouse gasses, shouldn’t Contessa sponsor a contest that offers a chance to win a bicycle? Or maybe a windmill?

I Will Ignore Chevron

 

 

 

 

 

 

 

 

 

These are two ads for Chevron that ran in the November issue of Wired. They feature fake people proclaiming how they are going to save energy while looking at us with expressions of scorn and disdain.

Maybe Chevron thinks they’re hypnotizing me: “I will use less energy. I will use less energy. I will use less energy.”

The copy is gobbledygook that no one is ever going to read. It talks about all the great ways that Chevron is saving energy, a topic only slightly less interesting than reading about the composition of the slime secreted by the common garden snail.

I’m sure readers are dying to read about what a great and benevolent company Chevron is. Next to their logo are the words, “Human Energy,” as if to imply that Chevron really isn’t an oil company —it sells human energy, whatever that is.

The last bit of copy says:

Join us in one of the most important efforts of our time—using less.

Will you?

To which I reply:  No, thank you.

Up Knob Creek Without a Paddle

As an image, this ad for Knob Creek Whiskey is the stuff of graphic design awards. But the image practically depicts literally what the inside of a bar might look like if I was really drunk. So it seems just a little too much like an ad for alcoholism.

Then there’s the copy:

No matter how loud the bar,
you can always hear your own voice.

Drink Life Deeply.

You can hear your own voice because you’re drunk and you’re talking way too loud. Everyone is staring at you and you’re a few short seconds away from a technicolor yawn.

One day, you’ll relive those wonderful days at the bar…at your local AA meeting.