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Something Mything?
Greece. As Dubya might note, it's where the Grecians live. But is this ad a siren song for tourists or is that an ear-splitting Klaxon they're hearing? 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 art direction, the copy, the concept, the tagline, the logo, the typography, whatever. Click here to play.

Stalled in Voting Traffic
Last week's Rate the Ad. The Toyota Highlander takes a detour around the high road and the low road, putting it in Park with a 50/50 split on the Sweet Meter's Good/Bad ratio — comparing the top half of the meter to the bottom half. And, in a very unusual turn for Rate the Ad, the bulk of the voting, to the tune of 52%, falls in the nebulous middle tiers of the meter, known as the So-So Zone. There are two schools of thought on the humor in this ad: the What Kind of Sick Parents Would Find This Funny? school, and the Thank God We Got Rid of the Kid, Now Let's Go Have Sex in the Kitchen school. Then there was the Complete the Headline crowd of haters who wrote things like, "5:18 p.m. CD fired." Anyway, here are the results.

5 Very Sweet 6%
4 Sweet 19%
3 Semi-Dry 25%
2 Dry 27%
1 Extra Dry 12%
0 Sour 11%

And here are some of our fave responses.

1 As a college student, I hate it.

1 Because he looks displaced and uncomfortable, so does the ad. Being basically in the foreground, he draws more attention than the car.

4 It's cute and funny in a dry sort of way.

3 I suppose it beats another shot of a Toyota climbing a mountain.

0 This ad explains how much it sucks to have children, and it tells them right to their faces. But why's there a car in the picture?

4 Having a high school senior at home, I can really appreciate the message.

2 Aside from the bad propping, there is absolutely no incentive for buying that ugly car.

3 It's party time in the midlife mobile!

1 People who like this ad would probably leave their 6-year-old in the car when they're in a Wal-Mart, too. Way to go, Toyota!

0 Why does he have two skateboards that are as crappy as this ad is?

2 Great. Another stupid utility vehicle ad for boomer selfishness and lack of parental responsibility.

2 What's wrong with this guy? He's lucky they didn't just throw him out of the moving car.

0 Anyone who has ever experienced dropping a son or daughter off at school will immediately conclude this ad was written by someone who has never had that experience. Toyota missed the moment and the mark.

0 Oh, I get it. Parents who don't like their kids should drive a Highlander.

1 If I was looking for a new car, this would do nothing to make me want to look at a Toyota. What's the benefit? Forgetting you have a kid just because you dropped him off at college? Please.

5 The fact that I actually remembered this ad from some unknown doctor's office magazine is enough to show that it was effective.

2 As someone in the target market, I can sort of identify with the tone — but it's so cold for something so emotional.

4 Finally, an ad that doesn't target 18-24-year-olds and still manages to have a sense of humor.

1 You sure this isn't an ad about selling your crap on eBay?

1 Are all Toyota owners self-centered assholes?

2 If they'd just put the car in the foreground and the kid in the background, this would be a much more compelling ad.

2 What kind of a jerk parent would leave a scared freshman in the middle of campus with all that crap? I hope that someone helps that poor child.

5 This is exactly the way I think and feel. Honest as hell!

0 Finally, an SUV for people who are totally self-absorbed, yet not quite in the income bracket needed to finance a Hummer.

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