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So What, Sanyo?

Major Flaw: Sanyo's ad fails to convince us of its central claim, that the S1 phone is stylish, sophisticated, sexy, or simply irresistible. We can see the phone is slim, but so what? It looks fairly ordinary to us.

Minor Flaws: The ad drifts instead of targeting an audience. Is this ad designed to appeal to men, women, or both? What age group? What income level? The ad elements don't designate a specific target.

Worse yet, pick a target and the ad unravels. If we say this ad is for style-sensitive, upper-income, young women, the "toy boy" looks too much like a cliche. And too neat!

More Findings: Two years ago, slim was all it took for a phone to be sexy. But no longer. The Motorola L6, 11.5mm thin, has similar features (Bluetooth, camera, speaker phone) and style, but is now discontinued. Heck, the Motorola F3 doesn't have those features, but it's 2mm thinner then the S1. And the BlackBerry Pearl is slightly thicker then the S1 but has a QWERTY keypad for faster text messaging. Now that's sexy!

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