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A Must Read?
A recent Ketel One ad from a very familiar campaign. But this is the most challengingly worded Ketel One ad we've seen, so we're wondering if it fulfills your needs and you must vote favorably on it. 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 typography, the entire campaign, whatever. Click here to play.

Volcanic Panic
Last week's Rate the Ad. Whoa! This bottle of Volvic — or as practically everyone insisted on calling it, Vulvic — fared worse than last week's reviled poker face, going a foul-tasting 32/68 on the Sweet Meter's Good/Bad ratio — comparing the top half of the meter to the bottom half — and almost matching the Party Poker pouter's bottom numbers with a 45% in the Grimace Zone. Besides the consensus on the unfortunate name of this product — is this the water of choice at the American Association of Gynecologists convention? — there was the little matter of the pile of dung the bottle is standing on. We're sure, sort of, that's it not really a pile of dung, but that ran very close to "Vulvic" in the comments. The whole "water that comes from a volcano" idea didn't go over too well either. Anyway, here are the results.

5 Very Sweet 4%
4 Sweet 9%
3 Semi-Dry 19%
2 Dry 23%
1 Extra Dry 23%
0 Sour 22%

And here are some of our fave responses.

4 A USP if I ever saw one.

2 Boring execution of a solid advertising concept.

0 Wait. You're telling me that this stuff comes out of the ass-end of a volcano, which produces caustic ash, smothering, poisonous gases and burning liquid rocks, and you want me to drink it??

5 Simple and direct. The rock layers are reminiscent of a neckline, the copy is unobtrusive but says what it needs to. I'm thirsty.

2 The thought of my water passing through King Tut's necklace make me crave a Coke.

0 What makes water created by a volcano better than the water created by my kitchen sink?

2 Mmmmm! Volcano urine!

4 The headline is a bit flat. Overall though, the ad clearly communicates the message. I'm liking the art direction except for that weird bit of doggy doo next to the bottle.

3 It would be nicer if the simplistic graphics didn't result in a visual that resembles a Mayan statue that's missing its head.

3 "Created by volcanoes" would be a much better headline than the lame one they ended up with.

1 When the package design is this unappetizing, it doesn't matter that it was filtered through the necklace of a decapitated Aztec goddess.

1 Surely there have to be better ways to illustrate where the water comes from.

0 Yikes! I think I just scorched my tonsils! I'm usually looking for cool and refreshing when I drink water ... but that's just me.

2 Here's a flash for Volvic: all water is basically equal. They need to rethink the packaging on this one if they want it to have any "exploding" success, like Fiji water. Make it look like a damn volcano or something. Differentiate.

0 What the hell? Why am I looking at dead grass in the foreground?! There is Photoshop, folks!

5 This ad is beautiful, and I learned something. The diagram of the geology looks like a Mayan necklace. But I believe Volvic is not a very good trademark — I've seen it on the shelves and I never made this connection.

0 The design on the mountain reminds me of someone's panties. And the thought that what comes out the bottom of that goes into the water bottle, yeah, well ... never mind.

0 Not sure what the worst part of all this is, the ad or the packaging. Oh, I know, it's the name of the product.

1 What I see: Aztec god entering Earth orifice. Out of the ibis dung in the valley springs a plastic bottle.

0 All it's missing is the Microsoft logo.

3 Good job, working around a logo and label that looks as if they should have been updated 27 years ago.

3 I know we have creative license in advertising, but I still like to see proper sentences.

0 I just can't reconcile ash and soot and fiery death with clean, refreshing and good for you. I would never buy this product after seeing this ad.