QUESTION OF THE WEEK: Rate the Ad

Published on .

Whassup?
Yo, homeys and homettes? We found this in Maxim. No lie. Is this photograph and headline rolling in mad deep for you? How about that tagline and its type treatment? How about the Boost logo? Keep it real 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. Click here to play.

Blue Velvet
Last week's Rate the Ad.Sure, we got plenty of complaints: headaches, nausea, dizziness, double vision and impaired driving. Not to mention problems with blue booze; knowing this is booze; the sideways bottle; and cutesy Q constructions. Nevertheless, this homage to Op Art doyenne Bridget Riley, as unintentional as it may be, is a retinal rave, with a 67/33 Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — and an eye-popping 44% in the Sweet Zone. Here are the results.

5 Very Sweet 15%
4 Sweet 29%
3 Semi-Dry 23%
2 Dry 12%
1 Extra Dry 12%
0 Sour 9%

And here are some of our fave responses.

4 Blue was always my favorite flavor! The visual goes great with the name of the product and the bottle.

1 What is it? LSD in a bottle?

0 If you didn't vomit when you looked at the ad, you will when you try the product.

4 I like the bottle, the logo and the concept, but I'm not sure about the choice of the hypnotizing pattern. It looks like a tablecloth.

4 Nice art direction and I like the benefit: drink this and feel like this.

5 It makes me want to wear blue and have blue drinks with friends in blue while listening to techno music in a white room with this blue art on the wall.

3 The choice of color is fresh and contemporary, but the ad font choice is so much hipper than the label.

5 Once I pull myself away from the image, I see the product and the website and find myself wondering what kind of liquor it is. A new-product ad that sparks interest. Bingo.

4 This ad has the stopping power of a velvet rope in front of a trendy club.

3 The copy that describes the product is hidden, and putting the bottle on its side is awfully similar to the Level vodka ads.

1 Great perfume ad. Shame it's not a perfume.

5 Utterly simple and effective. This is the one drink I'll remember if I ever see it at the bar.

3 It would be a lot cooler if when you stared at the ad, the bottle and name emerged from the design.

3 That's not a natural position for the bottle — it's odd, and it makes the label more difficult to read.

1 It's idiotiq.

4 It shows off its signature color and really pulls you into the ad. Sweet.

0 I think I just had an epileptic fit looking at all those lines.

3 Though pretty, it tells me nothing about the product. Is it a liquor or a moisturizer?

4 The ad follows the Absolut formula of mixing art with alcohol, yet it doesn't copy or mock Absolut. And it doesn't use a naked person and sex to sell the booze.

4 Most ads try to subliminally make you want to buy the product — this one cuts to the chase.

4 Thanks to the visual and the use of the product's color, the next time I'm in a bar and on my third round, looking for something new to try, this might spring to mind.

0 Wow, I get it. If you stare at the shape long enough, you see a bad ad.

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