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Is This Perfection?
McDonald's has apparently chosen to stand tall — and fat — in the face of the fast-food big fact attack, at least insofar as defending the "bad" part of its menu goes. So are you lovin' this audio tech timeline? You want a large fries with that? 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 concept, whatever. Click here to play.

Pretty Confusing in Pink?
Last week's Rate the Ad. Sadly, this Rocket Dog lass turned out to be a big woof-woof. So many writers demanded to know what this burgeoning flower is gawking at (and so many had predictably lewd suggestions); well, she may be eyeballing these sickly Sweet Meter numbers. This babe-in-training could not overcome most pollees' inability to handle an ad that has no copy and no product — especially when they've never heard of the product. The lack of an URL was the final nail in the candy-colored coffin. The result is a wiltingly woeful Good/Bad ratio of 39/61, comparing the top half of the Sweet Meter to the bottom half, and 51% in the Grimace Zone — worse than last week's Antec surf disaster! Nevertheless, there were more than a few very positive and, arguably, very perceptive comments. Maybe all the naysayers are right; then again, maybe this is a case of "the adults don't know but the little girls understand." Anyway, here are the results.

5 Very Sweet 8%
4 Sweet 18%
3 Semi-Dry 13%
2 Dry 10%
1 Extra Dry 20%
0 Sour 31%

And here are some of our fave responses.

0 She looks like a Disney character wondering where the film went.

4 I don't even know what to think! But she's hot and sex sells, so I'll buy it! What am I buying again?

0 Rocket Dog is not Nike, and it cannot rely on name alone to push its stuff. Not yet, anyway.

0 I feel dirty just looking at it. Elfquest fanboys might rejoice but nobody else will.

4 Girls in this age group love anime and cuteness and pink, as well as the idea that you have to already be cool to even get it. I'm borderline offended by the big-eyed, open-mouthed, chesty implication of sex, but girls don't explicitly read that — they'll just think it's cute.

1 Wow! Tinkerbell in puberty. I need to re-rent Peter Pan.

0 Neat poster. So, where's the ad?

3 Good art direction. Lack of info allows it to work as a teaser campaign. However, an URL is a must. Integrate, people!

0 I can't tell if this is supposed to be an unfinished ad or a Yu-Gi-Oh trading card.

4 It's cool. It's dumb. It's like Mucha hopped up on anime. Totally CosmoGirl demo.

4 My 12-year-old loves this new anime phase. The ad doesn't need to say anything else, it's done its job. It's going to be hung up in her locker at school because it's cool!

2 The logo is an island of creativity floating in a sea of nothingness.

1 Is there supposed to be an ad here somewhere? She looks just about as confused as I am.

2 How is this selling shoes to anyone? I don't get it, but I'm a middle-aged broad. I'm not supposed to get it, right?

5 Rocket Dog is a recognized logo on the West Coast, and this is dead-on for the 8- to 12-year-olds who are just coming into their own. They create their own Yu-Gi-Oh characters on the back of their homework. This ad is fabulous. Pink: it's the new black!

4. It's an underground look and feel that teens will identify with. It does a good job of feeling more like an art piece than a paid advertisement.

1 This looks like Dorothy on LSD!

5 Forget the product. It has no bearing on a preteen buying decision. Just fill a page with cutesy branding and it'll be coming soon to a Trapper Keeper near you.

4 All the cool seventh-grade girls will be ripping this out of magazines and taping it to their bedroom walls and lockers — and the logo will be there for all to see.

1 Is it me or did Strawberry Shortcake get really slutty?

5 Goes against everything I was ever taught. And it's brilliant.