QUESTION OF THE WEEK: Rate the Ad

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Two Check Washes Up?
Hello, USP crowd? We picked this baby just for you. Is this a USPeevish enough concept for you people? Or is this ad writing a check its Uni-Ball can't cash? 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. Click here to play.

Pachydermis Successfulus
Last week's Rate the Ad. Well, it's a good thing Campari is advertising, because, based on the comments this week, not a whole lot of people know what it is. No, it's not elephant blood, as one wag suggested. Nevertheless, this ad elephant-walks to a respectable 53/47 on the Sweet Meter's Good/Bad ratio — comparing the top half of the meter to the bottom half — with a 40% in the Sweet Zone, which is surely worth trumpeting about. Comments frequently fell into one of two general themes: the circus or Las Vegas, which sometimes coalesced into Circus Circus. A few people saw a twisted homage to Botticelli's "Birth of Venus, and we're not touching the assorted "enlarged genitalia" entries with a 10-foot tusk. There were only three pink elephant jokes and but one lonely reference to Elizabeth Berkley. Anyway, here are the results.

5 Very Sweet 18%
4 Sweet 22%
3 Semi-Dry 13%
2 Dry 15%
1 Extra Dry 18%
0 Sour 14%

And here are some of our fave responses.

4 Definitely bold! Not sure what kind of liquor it is, but I'll have to check next time I'm in a liquor aisle.

5 Quite simply gorgeous — a stellar ad. (The almost exposed nipple doesn't hurt, either.)

1 Very Vogue '80s. Been there. Seen that. And I'm still not wondering what it tastes like.

5 Seriously dorm-room ready!

2 I like the idea of retro posters, but this is "modern high-fashion taste"?

0 All this does is make me think of elephant dung and stale peanuts. It looks like an ad for Ringling Brothers.

4 This ad takes us back to an earlier day without being too retro. It's sophisticated, fun, and eye-catching. I just wish there was one line of copy that summed it all up.

1 Campari ... Jumanji ... Hatari? I'm confused.

1 So what exactly is Campari? And why does it need to be sold with a girl on an elephant?

5 I'm not exactly sure what kind of drink Campari is, but I'm sure willing to find out now.

0 What a way to be classy! Almost naked chick on an elephant! Wowsers!

0 Dumb-oh.

5 A bejeweled elephant lowering a liquored up hottie to me with drink in hand — what more could a guy ask for?

0 Where's PETA when you need them? Is this poor elephant deformed or just falling to his knees from the pain of what certainly looks like spike heels digging into his trunk?

1 Anything that says "circus" makes me run and hide. Is it gone yet?

4 I would've put it in my locker back in junior high.

4 Possibly as good as a no-concept, no-humor, "Just show a pretty girl" booze ad can get.

3 Beautifully textured but horribly phallic. Send in the clowns.

4 It certainly beats a Clydesdale.

4 Lovely. The retro feel with the modern twist is refreshingly adult. We aren't forced to assume anything.

2 This would have come off a lot better as an illustration. As it is, it's a little too ridiculous.

1 Freud would have a field day with this.

1 This ad really works. I immediately went online and booked a trip to Vegas.

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