The ad is good, but is it good for you?

Atm A new advertising-review Web site called After These Messages launched during Advertising Week. Its goal is to promote responsible communication by judging work not only on its value to the client—but on its value to the world. After signing up, you review ad campaigns based on six questions, including “If you created it, would you sleep well at night?” and “Does it contribute to society?” Then your answers are combined with previous answers, and the campaign is positioned on a heaven/hell vs. hack/genius matrix, reminiscent of New York magazine’s highbrow/lowbow vs. brilliant/despicable grid. Of the campaigns judged so far, a few reach for the stars, but most are slightly hellish and very, very average.

—Posted by Tim Nudd