Read the following creative ad executions and then match each to the creative evaluative criterion against which it is being measured. Additionally, determine if it is successful or unsuccessful in meeting that goal.

Appropriate for the target market: During a recent Summer Olympics, Procter & Gamble ran a two$-$minute commercial showing mothers waking their children up before dawn, feeding them, and taking them to swimming, tennis, and gymnastics practices. As the grown child$-$now competing in the games$-$wins, the child waves and smiles to mom. The final few seconds include the logo of a P&G brand and the voice$-$over says, "Thank you, mom." The spot ends with the tagline, $"$P&G$,$ proud sponsor of moms."

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Successful

Unsuccessful the media choice: A chain of roadway restaurants in Europe, called Oldtimer, posts large vertical billboards at the cut through the mountains. The tagline: "All You Can Eat. Rest stop" signals to drivers as they pass through the woman's open mouth that is cut away matching the tunnel entrance. While it occasionally confuses drivers, it attracts substantial attention and many drivers stop at Oldtimer.

Creative Execution overwhelms the message: A two$-$minute, Super Bowl ad featured comedian Melissa McCarthy driving all over the world to save to planet. She is seen hugging trees, saving the whales, stopping the ice caps from melting, and saving the rhinos from ivory hunters. Many viewers loved the ad and remembered all that she was saving, but very few remembered the product category or the Kia automotive brand.

Message clear and convincing: Fed Ex trucks are painted with the image of a yellow DHL truck's front end onto the last $20\%$ of the sides of the FedEx delivery trucks. Many observers are oblivious to the images, others are unsure what it means, and some nearly become traffic hazards.

Truthful and tasteful: Nike's classic Air Jordan "Failure" ad featured Michael Jordan detailing how many times he has failed on his way to becoming a basketball superstar. He humbly then tells the audience, "I failed again and again, and that is why I succeed."

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