The problem with this ad is it isn't specific enough.

"Fuck this ad" isn't quite right. Maybe I need a new label: "Let's have a little fun at this ad's expense"?

My big question is: whom is this ad addressing? Particularly when it starts off which such a confrontational rhetorical question as "Are you kidding yourself?" it's hard for me not to raise an eyebrow at that opening factual claim: "You're the same age as your dad when he had a heart attack." They're really spinning the roulette wheel on this one, aren't they?

Percentage of readers whose fathers have died of heart attacks, percentage of those people who happen to be the same age as their fathers were when they died (or even within a few years of that age)—I don't have the figures and have no intention of looking them up, but this is a pretty small target audience, isn't it? Oh: and percentage of these people whose fathers' heart attacks were not only definitely related to cholesterol but were also pretty clearly the result of the fathers' not having done enough to lower their high cholesterol.* (Sort of accusatory about these peoples' dads, isn't it? Jesus, have a little respect for the dead.)

I'd like it better if this ad were like,

You're the same age as your dad when he had a heart attack. Like him, you still haven't lowered your high cholesterol enough. You're wearing the same hooded sweatshirt he was wearing when he died and standing in front of his old pick-up truck that you inherited from him, right in his driveway. Which is where he died. Seriously, what's wrong with you? Do you want to die? Is that what's going on? Don't give us that look! You're no better than your damnfool old man! You're dead! Do you hear us? DEAD!

Ask your doctor about Lipitor.

* Their low cholesterol levels were A-OK, though, so at least there was that.