Photos > 2009 SI Swimsuit Issue Ad Gallery (19)
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dodge.jpg
creepiness: 0 creativity: 8 execution: 8 total: 16
What I like about this ad is that it takes a famous image and twists it. The pin-up poster of Cheryl Tiegs is replaced by the equally sexy (?) Dodge Challenger. I'm not saying this ad is realistic, but it cleverly gets the point across in a fun way.
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oldspice.jpg
creepiness: -1 creativity: 7 execution: 8 total: 14
It's all the little details in this spread that makes it so fun, and it's execution is part of the idea - classic portrait style with a modern parody message, split down the middle like Tony Stewart's career (a Nascar driver and owner for the uninitiated) The line, "...the most tremendous smelling owner/driver in racing" makes sure you don't take this ad too seriously.
5 Years ago I wouldn't even consider using Old-Spice. But their work lately has definitely done a lot to change perceptions and is a lot smarter and more humorous than the overly hormonal work for Axe. Wieden and Kennedy is doing some great work for these guys.
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harley.jpg
creepiness: 0 creativity: 1 execution: 8 total: 9
The final score on this one surprised me a bit. It's not creepy, really... or at least the way they objectify women is done with enough style to overshadow it. Harley choosing an SI swimsuit model to promote their new bike is just plain smart, especially Marisa Miller - who looks more than comfortable on one of their machines. The ad was used to draw people to the HD site where they could order a free 14 month calendar featuring the model and their motorcycle and was successful enough to deplete the supply. The photography in the ad and in the calendar was well done and certainly targeted to that male demo. Hard to argue too much with sucess, I suppose.
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m&msa.jpg
creepiness: -10 creativity: 8 execution: 10 total: 8
This one is on the back cover. You have to check out the next image of the green m&m partially taking off her suit to be really creeped out. It is very creepy, but also quite funny and certainly surprising to see the famous female M&M on the beach and 'behind the scenes' of the fictional, animated shoot. I'm not sure if simply using this image wouldn't have been enough and more in line with the brand of the candy company. It would have been a stronger ad and much cheaper for sure without the weird, somehow disturbing image on the inside of the back page. At least I think so. But overall, a nice attempt and certainly conversation-worthy.
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m&msb.jpg
(part of previous ad)
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jd.jpg
creepiness: 0 creativity: 2 execution: 5 total: 7
This is totally within their brand, but is simply a headline-driven ad. I don't love it. I don't hate it. It's just kind of in the middle somewhere.
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vegas.jpg
creepiness: -1 creativity: 4 execution: 3 total: 6
I want to like this ad, but it seems like an ad for a cause that they didn't take the time to actually make up. Had they created an actual organization for troubled swimsuit models... maybe.
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ford.jpg
creepiness: 0 creativity: 2 execution: 4 total: 6
Nothing special about this ford concept either. Headline-driven, but not particularly surprising.
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directtv.jpg
creepiness: -8 creativity: 5 execution: 6 total: 3
I don't like this one at all, with it's karma sutra reference, mainly because it's a bit gratuitous for my tastes. But it's executed well enough.
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axe.jpg
creepiness: -3 creativity: 2 execution: 4 total: 3
I like that the ad attempts to tell a few stories that are attached to different product offerings. On that level it's kind of smart. And it's fun to go through and try to 'read' what happens for each one, tawdry as the storylines are. It's not particularly creative or unique and is a bit of a let down for Axe. They usually do something that if nothing else is bold - and this ads falls flat if you notice it at all. (Though i have to admit it, i don't hate this ad as much as I usually hate Axe's stuff.) -
nissan.jpg
creepiness: -1 creativity: 1 execution: 2 total: 2
We've seen this headline-driven ad a million times over the years in the swimsuit issue. Maybe even the exact same headline, I'm not sure. Bleh. -
nissan_inside.jpg
(part of previous ad)
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gmc.jpg
(part of previous ad)
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mirage.jpg
creepiness: -2 creativity: 1 execution: 2 total: 1
Another bleh ad. Not nearly as funny or interesting as someone thinks.
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bud.jpg
creepiness: -4 creativity: 1 execution: 2 total: -1
If you are going to be juvenile - do it with some gusto. This is just a bad punchline to a joke I don't want to hear.
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svedka.jpg
creepiness: -4 creativity: 0 execution: 1 total: -3
I think I might be missing something here - is there something Swedish about Fembots?
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turbotax.jpg
creepiness: -10 creativity: 5 execution: 1 total: -4
If I want an example of a cheap, bad ad - I'm going to point to this one for Turbo Tax from now on. It gets minimal points for recognizing the context of the issue and the content running to the left, but the design and execution of the ad is sooo cheesy and lacking an idea it comes in pretty low on the scorecard. Perverted Ben Franklin. Who knew? -
arbys.jpg
creepiness: -10 creativity: 2 execution: 3 total: -5
This one is just wrong. Maybe if buns weren't a symbol usually used for...well... buns and not breasts, it might work at least visually. But it's just wrong. It does have a lot of people talking about it, but not all PR is good PR, and this isn't a smart thing to do for a brand that probably wants women to like it too. For a good way to do the 'sexy' male-oriented thing - look no further than Arby's TV spot called, Birthday. It's fun but not in a way that feels gross like this print, maybe because the woman is in on the joke?. (Well the tv isn't gross except for the logo reveal. That's not necessary.) Ewwwww.