Somebody Marketing introduces adRANK. adRANK is our featured blog unicorn, unicorn meaning it is a “one-of-a-kind” mythical ranking creature made up by us for your reading enjoyment. We take categories of advertisements and rank them on what Somebody thinks. Somebody has opinions, sometimes they will be met with joy … other times utter disdain. Either way, we know in our industry there are glimpses of pure genius and pure crap. Believe it or not, someone … somewhere will be affected by the ads we rank. Good, bad or indifferent every ad serves a purpose and Somebody’s purpose is adRANK!
How Does adRANK Work? How is Somebody Scoring Ads?
What wonderful questions. adRANK’s scoring system will work on three categories:
– Visual Appeal: Somebody will look at the ad for color, typography and does the visual portion of the ad grab you and lure you in; Also, does it make sense to the message being delivered …
– Message: Somebody will look at the ad and decide whether the message has been conveyed in an manner to which the product or service, which is being pitched, will make an impact for the advertiser and end user or reader.
– Stickiness: Somebody will decide if this is timeless ad, another words … will it stick? Stick, not only in your head but could it be used again in the future. Is the ad a hit? Is it a blunder?
Somebody reserves the right to score an ad based on its own subjectivity, which may happen from time to time. Don’t worry … we will make comments so you know what Somebody is thinking. We are NEVER short on words.
We will give each ad up to 10 Art Palettes (see icon below), on a scale of 1 to 10.
The scoring model will look like this:
– 10 Art Palettes: Perfect ad, flawless in all aspects; NOT going to see many of these
– 9 Art Palettes: Superb ad, a timeless masterpiece
– 7 to 8 Art Palettes: On the edge of greatness, effective ad but missing something
– 5 to 6 Art Palettes: Average, at best; Enough said … who wants to be average?
– 2 to 4 Art Palettes: Borderline junk, how did this ad even get into media it was intended for?
– 1 Art Palette: Someone needs to be fired or change careers!
Remember, all of this is truly subjective based on our own taste(s) and it is intended to be. No hard feelings to the advertising agency or designer, Somebody just has an opinion … end of story. Oh, and we like to critique a lot of ads!
Advertising is one of the most popular ways of marketing that has been in existence from years. Ranging from promoting shoes to movies and from restaurants to places, advertising plays a major role across diverse fields and industries. Advertising is spread over print media, television, and radio and online. Television and online advertisements work as better advertising mediums than print and radio advertising. Outdoor advertising is a popular form of advertising medium that has gained huge recognition in the recent years.
Outdoor advertising is a piece of advertisement that reaches to its audience when they are outside. Outdoor advertisement can include bill boards, street furniture, transit display and many more. There are talented creative personalities worldwide who designs attractive outdoor advertisements and connect the audience to a product or a thought. The major idea behind advertisement is to connect the audience to a particular thing. In today’s busy world, when people have hardly time for television and radio, outdoor advertisement can play its magic wand well. While traveling, visiting and exploring places, outdoor advertisements are there to connect the audience to its product. Today, all major brands are adopting outdoor advertisement as a marketing tool and reaching to maximum numbers of people. To provide you better insights and ideas on outdoor advertisement, here is a presentation of 15 excellent examples of outdoor advertising. Explore this gallery of excellent outdoor advertising examples and design your next advertising campaign smartly and move ahead from the rest.
Somebody Ranks Outdoor Advertising Ingenuity
1) Open Heart
Comments: Open Heart is open genius, a solid piece of advertising! This is an impact ad which grabs your attention right away. Focus on a child, talk about heart defects and stick this on a sidewalk where people will step on it and more than likely stop to read … yes, this is well thought out and executed. Nicely done on the placement of a perceived heart right in the sidewalks grill … literally. This was the “holy shit” moment of the advertising. Raises across the board for this advertising team!
2) Carlton Dry
Comments: Carlton Dry is making Somebody’s mouth dry looking at ALL of those sandwiches. We DO NOT get this ad at all, unless they are saying ” … eat sandwich, get thirsty, drink beer!” Horrible use of everything, other than the placement of the beer and telling it “Hello”. Unfortunately, there is no way to make this ad better unless you stuck Bar Refaeli in a bikini drinking the beer (actually, bikini optional could make it the greatest beer ad ever!).
3) Coffee Inn – Owl
Comments: We have no idea HOW it could get worse than Carlton Dry … well, this is it. This is AWFUL. At first, you chuckle a little. A human owl is supposed to be kinda cool, right? Um, no way! This was a poster for the Coffee Inn to promote a special coffee for the music festival Positivus. Nothing about this says music festival, nothing even close but the word festival. If Somebody could have given a negative score, we would have. This Latvian design agency needs a HUGE slap on the wrist on this one … and a very, very large cup ‘o joe might not hurt either.
4) International Radio Festival
Comments: While the IRF ad is similar in concept to the first ad in this blog, the effect (in our opinion) is NOT as appealing as Open Heart’s. This is the very reason why we went middle of the road in ranking this a 5 (Open Heart scored an amazing 9). Visually, it is fairly blah … but radio’s back in the day were blah in today’s iPod standards. Are road ads / street posters becoming all the rage, like 3D road / sidewalk paintings? It does seem odd we ranked 2 of these in the first four ads we have looked at. Needless to say, we didn’t hate it … but we really didn’t like it either.
5) Secret Diary of a Call Girl – Walter
Comments: Secret Diary of a Call Girl is a drama series in New Zealand and if I saw this ad I guarantee I would NEVER tune in. People could say “that’s really clever” but it really isn’t! Not that Somebody has ever called on a “woman of the night” but this ad (as well as this call girl) needs a different vice. I mean seriously, Ping Pong? An umbrella? Somebody hopes that doesn’t get “opened up” in the show during a foreplay scene … OUCH!
6) It’s Faster
Comments: Ugh, so overplayed right now … NOT ORIGINAL! See: http://adsoftheworld.com/media/outdoor/karlskoga_energi_broadband_1 … and see: http://www.behance.net/gallery/Blow-Job/3926709 … nuff said!
Comments: Not a basket of a clue what this ad says one can assume they are selling soup (LOL). Somebody assumes this woven display insinuates a picnic, therefore making this a creative concept which was fairly well executed. If one was walking on the sidewalk how could you NOT pay attention to the ad. The ad itself is a typical soup ad, nothing tasty about it. What allowed this adRANK to be scored higher was the creative portion of the entire advertising meal.
8) Garanti Bank – Bus Stop
Comments: What does a bank and basketball have in common? Balls, it takes balls to attempt an ad like this one. Garanti Bank is one of the sponsors of the Turkish National Basketball Team. “12 Dev Adam” is a nickname for the team and it means “12 Giant Men”. Somebody is blowing the whistle on this ad … seems as if they fouled out. First off, the red seats on the print scaled to the bus bench and while the color catches your attention it should have had people in them (mistake #1). If the agency was trying to create a realistic effect, using different scale for the seats is just wrong (mistake #2). It is also somewhat boring. Will it attract attention, sure … hence the reason it is not an “airball” of an ad. Overall, this ad deserves to be on the bench.
9) American Advertising Federation of Utah
Comments: Hmmmmm … we are HUGE fans of simplicity and this ad is Apple-esque. GREAT background, nice work on the grenade (improvement of a stock image I’ve seen) and the typography is clean and modern (would have made it a little larger font size though). BUT we have no idea what the ad is for … it tells us nada! We really wanted to feel the BOOM with this ad, it’s not a dud but no one really pulled the pin out either.
10) Pearle Opticians Eye Test
Comments: Pearle was totally blinded on creativity on this one. How about BLURRING the text? That would have made a much bigger impact, heck driving on the freeway if I saw a blurry sign I’d want an eye exam ASAP. The color was aesthetically pleasing and the typography follows an eye chart but Pearle’s design team left this ad fuzzy for sure.
11) Barack Obama – Our Work is Not Done
Comments: Originally, from a first glance perspective, we adRANKed this a one. BUT … there is a lot on the surface you do not see. While Barack Obama claimed he has achieved much in his first four years in office he stated in the election there is more progress yet to be made. “Our Work is Not Done” lists 500 of Obama’s accomplishments and goals. Each item corresponds to a point in a dot-to-dot image. As items are crossed off, the image of the president takes shape. The creativity of this work of art (more or less) is a home run. Now, can Obama complete fill in the dots, only the next few years will tell.
12) DIVA by makole – Little Black Dress
Comments: Damn, I wanted to rank this one much higher … just couldn’t. First off, the “Little Black Dress” should be called “The Wind of (No) Change” … the idea remains approximately the same 7 years later. The only secret hidden under the skirt is a sad feeling of déjà-vu. Too bad, because when Somebody first saw the Austrian ad it was fresher and sexier. (See that ad here: http://www.joelapompe.net/2012/11/19/mini-skirt-wind/). The original ad had sexier legs and a sneak peek at the cheek (um, in “normal folk” terms … the original girl has a much nicer ass!). This ad lacked true originality and therefore we had to knock the granny panty ad down to a three (3) … wasn’t meant to be!
13) Keep Out from Dangerous Calories
Comments: Worst. Ad. Ever (Almost). Hot diggity dog … the art work is decent, that we will give them. The creative, as written, is decent. Overall, the ad just sucks. This is what Somebody calls a “B&W Ad” because people will love it or hate it … there is no grey area. They get their point across after you “outsmart” the ad. Maybe they can ketchup with another ad but this one just doesn’t spread the mustard.
14) babycanwait.com – Teen Baby
Comments: There is definitely a strong message here but where did this agency go wrong? The ad seems graphically challenged to us. The teen girl and that stroller do not seem to sit well with one another. It appears as if the Photoshopped image needs a bit of a diaper change, it’s a little too dirty for our taste (bad choice of words!). The color theme is dark, which works but this looks like a movie ad poster, not a “Let’s Talk About Sex” poster. We are left kicking and screaming for more with this ad … maybe someone will put this agency in timeout for a few. We did!
15) Massage Brings Your Strength Back
Comments: Holy hell, who thinks of this shit?!?!?!? “Massage brings your strength back” is a pop-up poster that manipulates a state of fatigue. Somebody’s tired just looking at this ad. While the massage chairs they are selling appear twice (once 80% of the chair is missing and once WAY too small for our comfort) the axe wielding backpacker or serial killer gives us a severe back ache. Conceptually this is an awful ad, colors clash (even though on a Color Calculator they work as complimentary colors) and the typography is near impossible to make out. The ONLY reason why we gave it a score at all was the name of the ad … which we got their back on.
A disappointing conclusion to our first adRANK session for sure. We will get oiled up soon for a second installment of adRANK.
This blog first appeared on Somebody Marketing’s website in April 2013. We are bringing adRANK to life … as it will become a monthly staple this year.