QUESTION OF THE WEEK: Rate the Ad

Published on .

Charlotte's Financial Adviser?
OK, we missed Halloween with this creepy Mass Mutual ad, but it'll stop a reader from flying by the page any time of year. Or will it? 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.

Grillin' and Chillin'
Last week's Rate the Ad. Capri Sun isn't made in the shade, running a fairly cold 44/56 Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — though it does boast a decent 31% in the Sweet Zone. But this ad had plenty of sand kicked in its face. Various pollees with a possibly unhealthy interest in thermography subjected the image to a literal temperature analysis. Many pollees agreed that the presence of beefy, skimpy-suited guys with metal detectors will completely offset the presence of a bikini babe — especially a blue one. Predator jokes, LSD jokes, Hans and Franz jokes — it was a regular beach party this week. Here are the results.

5 Very Sweet 9%
4 Sweet 22%
3 Semi-Dry 13%
2 Dry 22%
1 Extra Dry 17%
0 Sour 17%

And here are some of our fave responses.

2 Nestea has been doing this "cool to the core" idea for years, and doing it much better.

1 Does blue make me look fat? Blah.

2 They got it backwards. Chick in bikini = hot. Meatheads in Speedos = not hot.

4 It's subtle, and a nice play on words without words.

4 I like it. A very different and simple way to show "cool." Heads above those Sierra Mist ads.

0 According to the scale, some of the hottest spots are right under her — yet she's ice cold.

0 I might be able to buy into the concept, but what's with the gray liquid at the bottom?

3 Definitely eye-catching, but where's the copy?

5 Beautiful art direction and idea make me spend time with this ad. It's both fun and a pleasure to took at, with no need for much copy support.

5 Wow! A product benefit actually demonstrated in an ad. I thought the days of sanity had long passed.

5 As edgy as an artsy alcopop ad with only the pop. Love the art effects.

0 Ugh! Looks like a print job gone wrong.

2 Don't know about the temperature gauge — a body temperature of 32 degrees and an outside temperature of 212 sounds awfully painful.

3 It doesn't offend, it catches the eye and it sets the brand apart. But the product needs to be bigger.

0 The tiny temperature guide is key to the concept, but it will go unnoticed by casual readers. What's left is a kitschy, unappetizing image.

0 Is your crotch on fire? Well, grab your metal detector and hit the sand!

5 Fabulous on all counts. If only the packaging were as fresh.

2 What are those devices the diapered men are trying to feed to that woman?

0 Beachcombers suck! The fact that they have a party going on in their Speedos is even worse.

4 Capri Sun has gone from being the official post-game drink of kiddie soccer leagues to the official drink of hot chicks tanning on beaches. This might be the largest demographic switch ever.

1 A sexy woman who registers only 32 degrees seems to smack of necromania.

1 If you think about the visual for more than two seconds, you realize it's just a badly colorized photo, not an actual thermal image. The more I look at it, the more it looks like something Photoshopped by a design student.

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