Here we go again. From the same people who gave us the HOT SEAT. Except this full page color ad is worse - far worse.

Now by full page I’m talking the big honking 14 ½ by 10 ½ inch size. Full bleed – meaning the colors run right to the edges. No wasted white space borders.

And what do we have? A pretty girl – of course. In a tavern. With some twenty-something leering bar-fly guy sitting on a stool. He’s holding a piece of paper – probably just got the young Miss’s phone number. She walking away in obvious disgust. He’s leering – as I said. But not at the piece of paper. You can practically see the drool as he boldly surveys her derriere.

So what’s wrong with this ad?

Let me count the ways ....

ONE: What the hell is being sold? You haven’t a clue. Because there isn’t a headline. There’s copy above the miffed Miss. In very small font. Reverse type.

Telling us that out of 28 people with the same name – one just changed her phone number. (What was she doing at the watering hole giving out her phone number to strangers in the first place?)

TWO: The copy at the bottom is next to unrecognizable. It’s in an off white small font reverse type. You couldn’t scan a word of it if you tried. And unless you had 20/10 vision – you’d need a magnifying glass to even read it.

That’s that for the copy.

THREE: Outside of a huffy beauty with cleavage and a horn-dog with a lust smeared face, what does this ad have going for it? How is it going to sell anything? Simple answer – it can’t.

FOUR: Let’s get down and dirty. It’s a standard stereotype. White male pig. Female beauty. He’s unkempt. She’s dressed to kill. He looks like someone from the Sopranos. She from The Hamptons.

The motto being: It’s OK to denigrate white guys. Anyone else is off limits.

From my own personal point of view - take this ad and shove it. Where? Hey ... if you can’t guess that by now – you probably designed the ad. (Just follow the leering eyes.)

Oh yea – one last thing. The company name. I won’t embarrass them by divulging it here. But underneath it they have the tagline: "pure data."

I think that they should change the last word to something more in keeping with the banality of their advertisements. I’ll leave exactly what up to your vivid imaginations.