Creative People! Whaddya think of these new Hot Wheels ads?

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The campaign, via Ogilvy, Budapest was released on Friday. And everywhere I've seen them, commenters are gushing—no GUSHing—out of every orifice with superlatives and climax fluid. You know what? I don't really like them! I do like the sets, and I do like the lack of product shots, but I don't like the stupid fake rats or the basic concept (here's the 3rd ad in the campaign). What do you think? Here's better Hot Wheels print ads, and here's an awesome outdoor overpass installation.