QUESTION OF THE WEEK: Rate the Ad

Published on .

What the Doctor Ordered?
Physicians Formula mixes food and makeup. Is this ad getting milk and cookies or going straight to bed? Rate it 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 photography, the art direction, the typography, the copy, the concept, the tagline, whatever. Click here to play.

Sweet Meter Richly
Last week's Rate the Ad. Forget everything you thought you knew about Sandy Weil and Citibank, whose press is generally worse than the Grinch's. Is it just the time of the year or is it really just this ad? Whatever the case, this two-sided holiday sticker fest lit up the top of the Sweet Meter like it was the big tree in Rockefeller Center. We're talking a Good/Bad ratio — comparing the top half of the meter to the bottom half — of 69/31, with an unheard of 56% in the Sweet Zone. Santa himself couldn't pull numbers like this. Anyway, here are the results.

5 Very Sweet 24%
4 Sweet 32%
3 Semi-Dry 13%
2 Dry 14%
1 Extra Dry 8%
0 Sour 9%

And here are some of our fave responses.

1 Clever idea. Too bad the client wrote the copy.

5 So much fun, I can't stand it. I love stickers.

2 Seems like CP+B needs to lock up their Dumpsters at night.

3 I used the gift tags but didn't read the ad. Great giveaway, but at what cost?

4 I would have liked this more if the client hadn't requested to put so much damn information in the ad. Still, it's kind of cute.

0 No one is going to use these tags.

4 I used the tags because they were clever, free and didn't have Citi's logo on them. I didn't go to Citi's website because I was too busy wrapping gifts.

4 Ohhh, stickers to play with. And they don't say stupid ad stuff on them. Nice.

5 Very engaging, fun execution that's true to the tone of the campaign.

5 Exactly what I expect from Citibank — creative solutions to real consumer issues, plus free gift tags! It rings honesty, reality and reward all in one.

0 Sincerely insincere.

2 To: Citi. From: A consumer who will not give you one more cent to play up your fake caring.

2 Only one of the six tags has any sort of appeal. "Reciprocation"? Who the hell uses that on a gift tag?

4 Refreshing to see something from a bank that acknowledges the human transfer instead of just cash transfers. Nice touch.

1 They didn't mention the gift of lousy customer service and the high interest rates that will help relieve the burden of ever actually getting out of debt. Ho, ho, ho!

2 I wish they could come up with tags that are more clever. I was disappointed by the clunky, disjointed messages. And it's just too much work to read the ad.

4 People will tear this ad out and use the gift tags, and that's a lot more attention than most high-design ads get.

5 I didn't know where to start reading, but it gave me that "Which present to open first?" feeling. The copy is just perfect for that little Christmas tingle.

0 Apparently these stickers adhere by sucking.

1 The idea of sticking a portion of an ad on a gift seems so wrong.

4 Awwww, it made me wish I celebrated Christmas.

4 Always a smart move to get your brand out of the magazine and into people's lives.

2 Cute stickers. Evil corporation. One does not cancel the other out.

2 Give me something that costs more than a piece of paper, then we'll talk.

5 I've actually used these. How sick is that?

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