By Eugenia Levenson

(FORTUNE Magazine) – When Bill Ford Jr. took to the airwaves in 2002 to pitch his company's cars, profits got an immediate boost. In October, Ford Motor reported a $284 million loss for the third quarter. Now Bill's back. We asked two ad-industry insiders to react to the Ford spots, and to those of some of his fellow name-brand executives.

Company: Ford Motor Pitchman: Bill Ford Jr. Campaign: "Driving American innovation"

The review: It "may work for a Wall Street audience, but I'm not sure consumers are going to be motivated," says one critic. The other feels that Ford's presence doesn't make an impact. "It could have been an anonymous voiceover."

Company: Anheuser-Busch Pitchman: August Busch IV Campaign: "Be selective"

The review: While one pro says Busch lacks "gravitas" in this Bud Select ad, the other pins the blame on the spot itself: "Not very provocative ... and I don't quite know what to make of it. I don't blame the guy, I blame the script. Beer is fun, and that ad's not much fun."

Company: Charles Schwab Pitchman: Charles Schwab Campaign: "On the side of the investor"

The review: "These are really effective," gushes one of our ad watchers, praising Schwab's "trustworthy reputation." But our second insider demurs: "I get that there's an earnestness about him, but it doesn't do much for me."

Company: Perdue Farms Pitchman: Jim Perdue Campaign: "A healthy obsession with chicken"

The review: Our first expert is unimpressed. "Frank Perdue was an iconic advertising figure, and his son isn't," he says. But the second finds Jim to be a natural on TV: "It's charming; it endears you to him. He's in on the joke."