QUESTION OF THE WEEK: Rate the Ad

Published on .

Suitable for Framing?
Ah, the car/art connection. Would you hang this ad in your gallery? Rate it on the Sweet Meter's 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 photography, the art direction, the copy, the concept, the logo, whatever. And don't hesitate to fill in the missing tagline. Click here to play.

Run for Glory
Last week's Rate the Ad. Well! Who knew that an extreme skier running up a hill sucking on a water nozzle would be one of the highest rated ads ever? We've got a staggering 73/27 on the Sweet Meter's Good/Bad ratio — comparing the top half of the meter to the bottom half — and a stunning 57% in the Sweet Zone. There were objections to the fact that the product is demonstrated but not really shown; there were jokes about filling the Mako 12 with booze, or just inserting a water tube directly into your neck; and there were more than a handful of odd references to drinking your own urine or your own sweat. But most everyone found this ad clean, simple and plenty sweet. Anyway, here are the results.

5 Very Sweet 19%
4 Sweet 38%
3 Semi-Dry 16%
2 Dry 12%
1 Extra Dry 10%
0 Sour 5%

And here are some of our fave responses.

5 I'm a runner. This ad rocks all around. Let's not hear any whining from the fatties out there.

3 Not a bad idea, but I won't remember it.

3 Makes me want to buy a Jeep Liberty.

1 Are we to assume that tube she's sucking on is a device of some sort that totes water wherever you go? Show me the damn product.

1 Circa 1985 — when wordplay was all the rage.

1 Didn't they drink their sweat through something like this in Dune? I think I'd rather drink my sweat than admit to ownership of this ad.

1 Completely ignores the product benefit for a bad pun.

4 Gorgeous photo, well-known logo, excellent product. Boulderites are saying, "Well, duh! I have mine on right now, and I'm on the way to the office!"

5 I'd run only if I was being chased by killer bees, but this makes me want to run so I can look cool with my little water hose mouthpiece!

4 Understated and grungy. I presume the target audience knows nobody looks particularly glam while sweating, so maybe this nails it.

4 A simple, in-your-face demo of a simple product.

4 Real cool, except for the copy. It's a bad one-liner. Could be a little improved even if they just italicized "does."

1 This is just lazy. How many cooler ways are there to illustrate water running up hill than to show someone running up a hill?!

4 Great ad. The tag is quick, to the point and says more than the words that make it up. My only wish is that they actually showed more of the product. Maybe a different angle on the runner.

5 Clever headline, a product that delivers and a great shot. I wish there were more ads like this out there.

5 It's a good, clean execution for a not particularly engaging product.

3 Water still runs uphill if I'm running with a water bottle in my hand.

5 Simple, smart, and I love that we can actually see water at the bottom of the hill.

5 Says all it needs to say. Not a word more.

1 All I can think of is Kevin Costner in Waterworld where he drinks his own pee. No ad should ever make me think of Kevin Costner or drinking pee.

5 Hey, a headline that makes sense!

0 The copy is so small it might as well be in Braille. Can you put beer in this thing?

CORRECTION In last week's newsletter, the Carmichael Lynch Thorburn paper promotion item misstated the client's full name and website. Our apologies. Visit Appleton Coated at www.appletoncoated.com.

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