QUESTION OF THE WEEK: Rate the Ad

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Capri's Blue Period
Color-coded Capri Sun. Are you chillin' with this liquid idea? 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 offer your comments on the art direction, the copy, the concept, whatever. Click here to play.

Last week's PrintCritic Presidential Poll. It's no secret that the advertising/design industry is not a microcosm of voting America, and this was demonstrated handily in our Presidential Poll, where Kerry won in a landslide and Nader pulled the kind of percentage he might get if he ran for King of Sweden. Now back to officially mandated American reality. Thanks to everyone who rocked this vote.

Kerry 69%
Bush 21%
Nader 8%
Other 2%

Shiver Me Platform Timbers!
Last week's Rate the Ad. Aaarrgggh. Arrrrrr. Arrrrrrhhh. It was spelled many ways by a throng of seafaring respondents, who no doubt still have parrot claw marks on their shoulders from Halloween. There were also plenty of jokes about Captain Morgan's beard, his attire, his politics and his citizenship — or lack thereof. While the Cap didn't fare nearly as well Kerry did here, the iconic scalawag is still a winner, pulling a 53/47 Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — and a swashbuckling 38% in the Sweet Zone. Here are the results.

5 Very Sweet 14%
4 Sweet 24%
3 Semi-Dry 15%
2 Dry 10%
1 Extra Dry 15%
0 Sour 22%

And here are some of our fave responses.

0 There's tired. There's exhausted. There's played like the lottery. And then there's this "booze for president" concept.

1 Don't have any ideas? Make an election ad. Or a jingle.

4 Is he on the ballot? Because he's probably the most honest candidate.

1 Not appealing. I get what they're trying to say, but the old-style art just doesn't convey "party" in the sense they want it to.

2 Looks like a cereal box, and even if it were a cereal box I wouldn't read it.

2 It'll appeal to the young crowd that doesn't vote and is still too young to drink.

4 Should be a fixture on dorm room doors at colleges everywhere.

4 Damned if I didn't print it and hang it up. Did it make me buy Captain Morgan? No, but I want to visit the website to see if it's as funny.

0 This ad just makes me want to break things.

2 when I was in college I would have thought this ad really kicked ass. Too bad I'm all grown up now.

5 Wow. A candidate who's finally open about being a pirate. I was intrigued enough to visit the website, so the ad did its job. It even got me thinking about getting faced before I go vote.

1 OK, Captain Morgan, so what's your view on terrorism and employment?

4 Just what most college-age voters will be doing as they vote — riding a sea of spiced rum with Captain Morgan at the helm.

4 Finally, a party I can support without reservation.

5 An exceptional execution of an unoriginal concept. Makes me wonder: how would the Captain handle the situation in Iraq?

0 Like every other ad in the Captain Morgan campaign, this one screams rum of the absolute lowest quality, made primarily with industrial solvents.

1 Captian Morgan and this year's election have one thing in common: they both make me want to vomit.

4 If only Nader had him as a running matey!

0 Art direction with masking tape is as tired as "the party" with "the party" booze puns.

3 I really like the execution, but isn't this a complete rip-off of what Miller has been doing for months?

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