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Does This Rock?
This week's Rate the Ad. We don't pretend to understand the Atkins Diet, the low-carb craze or the disputed death of the famed Doc himself. But maybe you do. And if not, you're perfectly entitled to weigh in on this ad anyway. So, carefully avoiding the sneeze guard, go rappel your way to rating this on a six-degree taste scale of excellence on the Sweet Meter, with 5 being the top score: 5 Very Sweet, 4 Sweet, 3 Semi-Dry 2 Dry, 1 Extra Dry, 0 Sour. And feel free to write in your comments about the art direction, the photography, the copy, the typography, the logo, the concept, whatever. Click here to play.

We Are Devo!
Last week's Rate the Ad. This Appleton Rum number ran into a couple of hard Darwinian truths on its way out of the primordial soup. Which is to say it got killed worse than the dinosaurs. The Good/Bad ratio, comparing the top half of the Sweet Meter to the bottom half, is a stunningly dismal 69/31, with a whopping 51% going Sour/Extra Dry — what we like to call the Grimace Zone. Many found it particularly irksome that there's but one drink between this pair of potential lovebirds, along with the fact that the guy doesn't seem to be looking at the girl at all. Though there are people who do indeed like this ad, which just goes to show you once again, there's no accounting for taste when a babe is playing fast and loose with a cherry. Here are the results.

5 Very Sweet 5%
4 Sweet 10%
3 Semi-Dry 16%
2 Dry 18%
1 Extra Dry 24%
0 Sour 27%

And here are some of our fave responses.

4 I think the copy in this ad is great. The simple line "Rum. All grown up," says so much about the product attributes — namely, the long distillation process that results in Appleton's great taste.

4 Communicates that Appleton Estate is a better, more sophisticated rum than the everyday, childish rums of Bacardi or Captain Morgan.

1 Adolescent in concept, immature in execution and totally lacking in how the image relates to the product.

3 Good differentiation from the category — reminds me of whiskey or bourbon ads with the color choice. Doesn't evoke much emotion with me, though.

4 Excellent use of color and spacing to convey the mood. It's clear who the target is and gets straight to the point.

0 If it's rum grown up, why is she still a teenager?

3 Liquor advertising never makes sense, it's all emotion. And you have to pity the people who have to create that emotion. It's aimed at the "20% who consume the 80%" target. It probably hits the bull's-eye with them.

1 So hookers like rum?

0 Shouldn't Appleton Rum focus on ads that incorporate its Jamaican roots? After all, that's what the packaging and label focus on; how does this ad bridge the Jamaican background to the yuppie bar scene?

2 The orange color is fun. Reminds me of a color often found on 1972 VW microbuses.

3 Sexy concept, bad design. What's holding up the glass, and why is the dude staring at someone else?

0 Collagen + Cherry = Concept?

3 What does the old cherry tease have to do with growing up? I've used that one since my Shirley Temple days.

4 Curvy bottle, curvy glass, curvy lass. Nice use of a theme!

2 Borrrrrrring with a cherry on top.

0 It's a stupid ad that once again reminds us why the average person dislikes advertising and the people who create it.

1 "Evolve" and "All grown up" are related how? Grown up is 40, not 22. I've been told nothing about the product.

5 Rum. All grown up. Model. Barely legal. Hulk LIKES.

0 Thank God rum finally grew up! I was so tired of it strutting around acting like it knew everything and always asking for money.

1 Mom threw away my rum and baseball cards years ago after that little punk Captain Morgan drew all over my face.

1 Three steps backward for the human race. Can an ad actually de-evolutionize us?

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