A while back I wrote about what I thought it took to make a good commercial, read it here. Well, I’ve decided to continue the thought as a regular topic.

What I’d like to do is present advertisements and commercials representing various brands and not only post a copy of the ad/commercial but also rate it based on a couple of factors and rate each factor on a scale of one to five, one being bad and five being exceptional.

1. Creativity: although not always necessary, it is definitely a plus and helps attract customers to your brand.

2. Uniqueness: if you’re doing the same thing as the other guys how are you establishing your brand? Uniqueness can definitely go along with creativity.

3. Message: Ads are meant to communicate something to the audience, maybe not everyone is the audience, but it should communicate some sort of discernible message.

4. Intangibles: Sometimes ads just have something about them call it pathos, or whatever, but sometimes ads just have a je ne sei quoi about them.

5. Overall experience: This is probably the most subjective, because it is, after all, my experience. I may not get the message or think it is creative, but all of it comes together to represent a final product that will effect consumers. In other words, consumers will have an experience with your ad.

This week I want to present the first ad I’ve come across for this creative marketing series and it’s Jeep’s series of bug ads. There are various versions, both in print and TV format, for anyone who isn’t familiar with the ads here is one:

(photo courtesy of MediaPost.com)

Creativity: 5

Uniqueness: 4

Message: 2 (I think the message is better expressed in the television format)
Intangibles: 3

Overall Experience: 2 (It’s a print ad!)
Admeter score: 3.2

My Two Cents: A good concept for the ad, the T.V. version is better (here, here and here, and the print version that hung in Time Square is even better, see that here.