| business beat |
| Semaphore's Best and Worst Ads of 2005 |
What was your favorite ad from 2005 and why?
Kathy Shuler, Senior Art Director
"I don't know about my favorite, but my dog loved the Capital One commercial at Christmas where the dogs pulled the sleigh through the office. She would come running when she heard it come on. Because she was watching it, I would watch it. I am not sure that's what the Capital One folks intended, but that's an effective ad in my book."
Cynthia Gilliam, Principal/President
"Clearly, the television ads done for our clients were my favorites."
 Kevin Shelton, Web Business Manager
"Burger King's 'Tendercrisp Bacon Cheddar Ranch' commercial with Darius Rucker and Brook Burke based on the "Big Rock Candy Mountain" song. Just the ridiculousness of the ad and the random imagery made it off-kilter and funny."
 Robbie Robertson, Senior Copywriter
"A television ad doesn't come to mind right away so I'll describe my favorite "ad" - the theatrical poster for Saw II (the sequel to the 2005 horror film). By using two detached and horrifically decomposed fingers as the main art, the poster balanced a mix of humor and intrigue that let the target audience know they could expect more of the same creative gore they enjoyed in the first film."
Pam Thomas, Graphic Designer
"FedEx ad with the office guys confronting an annoying colleague: 'No, we don't have French benefits!' Great writing with a humorous edge of sarcasm. Next to music, humor is the best tool for sales. Like the one, 'You ARE the man. So you're sticking it to yourself?'"
Victoria Gilbert, Intern
"I really love the Raisin Bran Crunch ads where an office slacker is constantly eating Raisin Bran Crunch at work and of course, his boss keeps trying to fire him. But while the boss is trying to tell him to get out, he keeps eating his cereal and can’t hear him. In subsequent commercials, the slacker has an assistant (who also eats the cereal) and even receives a promotion from the CEO or vice president."
 Ashley Byrd, Copywriter
"I have two favorites. For comedy: Capital One's 'Pillagers' - clever spin-off of the first version. I also LOVE the one in which Peyton Manning becomes a fan of the average working person: his chanting 'De-CAF! De-CAF!' in a coffee shop. His enthusiasm and decent acting are so much fun to watch and these must have been so much fun to write!"
 Andrew Folks, Associate Account Executive
"My favorite commercial from 2005 was, without a doubt, the Bud Light 'Beer Tree' commercial. Talk about speaking to people on an emotional level. A beer dispensing tree in the backyard is a fantasy that thousands of beer drinkers, if they didn't have it before, certainly have now. I thought it was an awesome commercial."
What was your least favorite ad from 2005 and why?
 Kathy Shuler, Senior Art Director
"I really hate the 'King' in those Burger King commercials right now. He is a scary dude! The commercial where he peers in the window creeps me out."
Cynthia Gilliam, Principal/President
"The spots I have cared for the least as of late are attorney Bill Green's commercials - particularly his King Kong spot. I just don't like them."
Kevin Shelton, Web Business Manager
"I don't like the Paul McCartney commercial for Fidelity Investments. Paul McCartney and his music career have nothing to do with Fidelity Investments - except possibly for all the money he makes selling out in this stupid, baby-boomer, self-indulgent lovefest."
Pam Thomas, Sarcastic Designer
"I don't like weight-loss ads that tout, 'I went from a size 12 to a size 4!' Let's just concentrate on the grossly obese instead of normal-size people who are now going to have eating disorders trying to be runway-model thin."
Robbie Robertson, Senior Copywriter
"My least favorite ad, or ad series, is the UPS Brown TV commercials. Yes, we all know how we must drive a brand, but having actors refer to the delivery service as 'brown' (as in 'Let Brown' take care of your delivery needs') just drives me crazy. The concept appears very contrived, and I think this campaign is dead on arrival."
 Victoria Gilbert, Intern
"Definitely the Hardee's commercial featuring Paris Hilton eating a hamburger and washing a car in a bathing suit. It's degrading, ridiculous, and disgusting."
Ashley Byrd, Copywriter
"I have to go with Kathy on this one. The 'Burger King' playing football, on the log and anywhere near people - he just gets creepier and creepier in every BK commercial. Now the Quaker Oats dude is about to become the next plastic best friend of children. It just gives me the creeps and makes me want to keep my children FAR, FAR away from a Burger King."
 Andrew Folks, Associate Account Executive
"Anyone who knows me knows that when it comes to little tykes, Andrew loves the kids. But there is one kid in 2005 that drove me up the wall every time I saw him - the Quiznos talking baby. I just don't get a baby talking about hefty sandwiches, and the grown up voice was annoying."
Perhaps most telling about the year in ads:
Roc Jackson, Creative Director
"Nothing comes to mind as outstanding this year, no matter how hard I wracked my brain. I guess that answers both questions at once."
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