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Keep or Dump?
This week's Rate the Ad. A sociologically profound Gen Z Chiclets ad found in Teen People, presumably aimed at boys to the exclusion of girls. Or maybe it's the reverse. Or maybe it has equal appeal to both sexes. You wanna help us out here? Rate the ad 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 copy, the typography, the illustration, the concept, the "Original square gum" tag, whatever. Click here to play.

Viva Italia! And Queens!
Last week's Rate the Ad. OK, we've got a winner! Jaded, cynical Santi pinot grigio pulls a very respectable Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — of 56/44, with 38% of votes in the Sweet Zone. Many pollees found the ad to be genuinely funny and refreshingly honest, though most were less than thrilled with the " '80s"art direction. There were also assorted grumbles about the look of the models, particularly the one on the right, whose "cavernous pie hole" can "swallow the bottle," "eat Carly Simon" and "scare a horse," among other things. And more than a few respondents seem to think the women live in Queens, as if "studio" referred to an apartment. The source of this confusion may be the fact that the one on the right could sublet her mouth. Anyway, here are the results.

5 Very Sweet 14%
4 Sweet 24%
3 Semi-Dry 18%
2 Dry 15%
1 Extra Dry 17%
0 Sour 12%

And here are some of our fave responses.

3 I'm strangely attracted to the twists in the copy. So am I supposed to make the leap that since the scenario in the photo isn't what I assumed, neither is the wine?

5 Truth in advertising. Can't beat it.

0 Aren't ads supposed to sell an idea/dream/feeling? This campaign pisses me off because it tries to be cheeky but it just shoots itself in the foot.

2 Nice copy! It's a shame that the visual is so poor. Why can't they be ironic with the art, too?

5 Refreshingly sarcastic. After all, every photo shoot tells a thousand lies.

2 I love the copy for expressing exactly what I was thinking when I first saw their posed, insipid faces.

4 This much honesty in advertising hasn't been done so well since Crazy People.

2 The wine is Italian? My cheese is American, but that doesn't mean you'd want to eat it. Stock visual, boring layout, copy free of any reason to buy.

0 "Buy me because I'm telling you that advertising is about lying"? Who wrote this ad, Karl Rove?

5 This ad is so sweet, my teeth hurt.

5 Pay attention! This is how you do it right without a headline. My eye went from art to joke to brand (which I remembered).

4 I really wanted to not like this ad based on the smarmy models, but the copy won me over.

4 I've seen similiar concepts in the past referring to what's true and genuine, but I'm a sucker for a good laugh. Very fun.

1 The idea is basically in the copy, not the visual. How about making the words bigger and the visual smaller? The bottle's way too big! This ad can be easily missed.

4 I hate to admit this, but I love this ad. Hating is so much more fun. The concept is a beast. Sure, the models could be hotter and the layout could, I don't know, look like a professional worked on it. But who cares? It's honest.

5 Making fun of stock photography? Has this been done before? I like the tongue-in-cheek flavor.

0 Those two are models? What do they model, bad nose jobs?

4 It's so true — models do laugh at everything. Like, when I ask them how they're doing, it's instant laugh track.

5 This is brilliant. And I'm an art director who laughs at hardly anything.

2 This says nothing except the wine is Italian. I guess I'm supposed to assume that Italians are incapable of making a bad wine.

1 Hard to trust a product when they tell the consumer up front they're disingenuous about their pitch. Then they try to get you back by telling you it's Italian, so it's OK.

0 Advertising about advertising is old, hack, boring, stupid and unconvincing, and it lets everyone know that you hate your job.