QUESTION OF THE WEEK: Rate the Ad

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Drink to This?
Not exactly your typical detergent ad, huh? Does this have you looking on the bright side of the Sweet Meter? Rate the ad on a six-degree taste scale of excellence, 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 illustration, the art direction, the copy, the typography, the concept, whatever. Click here to play.

Short-Sheeted
Last week's Rate the Ad. Fig Newtons didn't experience much power on the Sweet Meter, with a flagging 43/57 Good/Bad ratio — comparing the top half of the meter to the bottom half — and a very unusual midriff bulge, pulling a hefty 47% in the middle tiers of the meter, known as the So-So Zone. Popular complaints included: the mindless dis of the "sheet-wearing" ancient Greeks; the fact that the ancient Greeks were mentioned at all, which to many people screams pedophilia and little else; the fact that the athlete isn't nude, which would be more historically accurate if a little risqué; the curious toes on this discus thrower; the arguably semi-legible typography; the very notion of trying to convert a familiar cookie into an energy bar; and the client hangup concerning the inflexible name of the product. If you're having only one, it's a Fig Newton, OK, Nabisco? Now excuse us while we have a Pop-Tart. Anyway, here are the results.

5 Very Sweet 1%
4 Sweet 20%
3 Semi-Dry 22%
2 Dry 25%
1 Extra Dry 18%
0 Sour 14%

And here are some of our fave responses.

1 I'm not Greek, but I'm offended by this "guys who wore sheets." Philosophy, architecture and "sheets"? Stupid Americans.

0 Figs? These creatives should've been asking the Greeks about hemlock.

1 If you're going to talk about the benefits of a fig, why not show . . . a fig?

4 Pretty and informative. What's not to like?

3 Positioning is very clever; art direction is lacking.

1 Print ads that don't show the actual product as the main subject are risky. This is why.

4 Good copy. Not crazy about the illustration, but the concept makes sense.

2 It was good of them to remind me how much natural sugars a fig contains, but shouldn't that guy's toes be pointing the other way?

1 Illustration: 300-thread-count King. Concept: flannel Twin with factory irregularities.

3 I like the copy, but the visual leaves something to be desired. A nine-toed discus thrower selling Fig Newtons? No thanks.

3 "Grab a Fig Newtons"?

1 The headline's pretty clever for a writer with sheet for brains!

0 Is it a lig or a fig? Crap fonts, trite type.

0 That bunch of guys in sheets laid the foundations for Western civilization, the decline of which is surely evidenced by mouth-breathing slackers who mindlessly snarf down one Newton after another while watching daytime TV. Ads like this make me wonder if talent is even necessary anymore.

5 What a change of pace from the usual cookie ad. It sure got my attention.

4 It's a well-designed ad, but I'm still not buying that a Fig Newton is a healthy, energizing snack.

3 I guess it could've been worse — they could have gone back to Adam and Eve wearing fig leaves.

4 Fig Newtons are good for you?! Never would have guessed it, but for some reason I believe this ad. Maybe because they didn't get too serious or too technical.

2 The copy mentions endurance; since when did the discus become an endurance sport?

4 It's got stopping power; it isn't overwritten; the illustration lets the product photo scream off the page; and it drives the strategy. Nicely done.

2 I love Fig Newtons, but this ad continues the "Not just your grandma's stool softener" tradition with its Old World (read old school) imagery.

2 Looks like an ad for an insurance company.

1 That's it? That's the whole ad? It gives you energy?! So does crack.

2 "The power of the fig" is just not on. Imagine a car ad that says, "Ninety unbridled horses pushing you back into your leatherette seat."