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Two Heads Up?
Tag's Lucky Day
Let's try a prescription drug ad, which is surely a category not generally known for its comedy potential. Is this ad knocking you out? 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 copy, the concept, the typography, whatever. And never mind the reverse page with all the fine print, it's not an issue here. You've seen one, you've seen 'em all. Click here to play.

Last week's Rate the Ad. As was noted by countless respondents, Tag suffers terribly by comparison with the Axe Effect, but this Tag execution also benefits from Rate the Ad's familiar Hottie Effect, thanks to the woman in red, even if she is a cutout — which allows this ad to more or less triumph on the Sweet Meter. A 53/47 Good/Bad ratio — comparing the top half of the meter to the bottom half — is bolstered by a very respectable 37% in the Sweet Zone. As was also noted by countless respondents, Daddy's hand is either on his little girl's thigh or crotch, depending on how warped your perspective is, and many a Freudian mind threw in a phallic newspaper reference. While there's plenty of disagreement about whether or not this ad is funny, virtually everyone agreed that the product must smell awful, whether they'd tried it or not, and no one had anything nice to say about the "motor oil" or "sports drink" look of the Tag package. Anyway, here are the results.

5 Very Sweet 13%
4 Sweet 24%
3 Semi-Dry 16%
2 Dry 15%
1 Extra Dry 12%
0 Sour 20%

And here are some of our fave responses.

0 Can't think of anything new, huh, fellas? Try including a woman in your brain trust and she can help you figure it out.

4 Nice perspective from the eyes of the consumer of the product.

0 I hope the guy with the rolled-up newspaper is going to beat the copywriter senseless with it.

2 Too much information. Ditch the copy and let the photo and ugly bottle do the work.

3 I'll applaud anything that sneaks a little educational material in. But why is the packaging so '80s cologne gift-pack ugly?

4 I love the faces of the angry villagers. I'd wear the spray just so I could carry around that absolutely hilarious pocket translator.

4 Beautiful art direction and photography. I can feel the emotion in each of the characters.

1 "No, sir, I did not have foreign relations with your daughter, because she's clearly a cardboard cutout poorly inserted behind you. As are all the rest of your townspeople."

4 Love it. I know it smells like shit and it won't work even if you pay the girl, but it's funny.

5 Absolutely excellent. I'm going to keep the card.

1 Why am I only three feet tall? Did I fall down?

0 Let's take an Axe ad, mix it with a Molson ad and make it unfunny.

5 I love anything with angry foreigners.

0 The "hacks" effect.

0 It looks like a bad movie poster in which each character's complete persona must be revealed in one exaggerated moment.

1 When are men going to learn that the best smell for attracting women is a comforting mixture of laundry detergent and sugar cookies?

0 Makes me hate men. And advertising.

4 This ad might actually work on the idiots who buy this kind of crap.

1 Can we get any more Ugly American?

2 Doesn't make sense. The old woman on the right should be drooling over the guy, too.

4 The card is a superb touch.

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