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A Crate Message?
This week's Rate the Ad. An unusually simple message from DHL. Possibly an unusually simplistic message. But ours is not to judge. Yours is. Is this ad lifting your fork at all? Rate it on a six-degree taste scale of excellence on the PrintCritic 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 write in your comments about the art direction, the photography, the copy, the concept, whatever. Click here to play.

Two Fins Up?
Last week's Rate the Ad. Tampax does Jaws and ekes out a fairly impressive 51/49 Good/Bad ratio, comparing the top half of the Sweet Meter to the bottom half. Running 41% in the Sweet Zone is pretty damn sweet, but it's accompanied, as usual, by a sizable number of goose-egging naysayers. It appears anything associated with menstruation will be considered by many people, probably most of them male, to be disgusting. Likewise, many respondents, most of them apparently male, believe the ad was created by men. There were also a lot of pollees fussing about whether or not a shark can smell blood through a wetsuit. These may have been the same people who last week were complaining that a woman about to take a bath was unconvincingly partially clothed. We're not even gonna mention the chum jokes.

5 Very Sweet 17%
4 Sweet 24%
3 Semi-Dry 10%
2 Dry 12%
1 Extra Dry 10%
0 Sour 27%

And here are some of our fave responses.

0 Is Tampax really trying to position its product as the tampon that keeps sharks away? Besides, the diver in the image appears to value the shark's attention.

1 Gross! I'm just weirded out and unconvinced by the whole concept.

0 This is an ugly-beast adrenaline ad written by a guy for a girls' product. It's not even clear that the diver is a girl.

4 Solid concept. Although, I'm not sure even a shark has the guts to pick a fight with a woman during "that time of the month."

3 It's a Tampax ad for guys. Ten bucks says a guy wrote it.

5 The message is primal. The image is tasteful. The only thing a little off-putting is the description of the product at the bottom, but I'm sure the client insisted on that.

4 It's a nice change to see an ad in this product category that doesn't show a woman in white, but my guess is that it doesn't sell much product.

4 I like the concept. What woman hasn't been afraid of leaks at the most unfortunate moments? This ad resonates.

4 I love it when the feminine products people get sick and twisted.

2 It's good to know that Tampax is the tampon of choice when diving in shark-infested waters.

4 While some might squirm at the thought, the ad clearly makes its point. Placement will determine the eventual perceived sweetness level. All-fem mags, very sweet; Time, semi-dry.

5 Finally, something funny about periods. I also love the image of a woman doing something worthwhile while menstruating.

0 I thought it was cool, but since I don't use tampons, I asked my wife. Her response was, "That's sick."

0 Frankly, I hope the shark eats the diver, the creative director and the entire management of the agency that created such a pathetic ad.

0 When did it become fashionable to remind us about the bleeding? I put this on the level of the SNL "Oops, I Crapped My Pants" TV spot — just without the cleverness.

4 Take out either of the two sentences with the word "leak" (we get it, OK?) and you've got gold.

0 I'm squeamish enough about kids and geezers peeing in the pool. Thanks for giving me something else to fret about.

5 I can't believe the client bought it. Whoever managed to sell this idea is a god. I love it.

0 The one what? The only what? You couldn't have a line that says less about the product it's supposed to be selling.

1 Yeah, that's right, all you middle-class, Wal-Mart-shopping, minivan-driving women out there who love to swim with sharks! This is the brand for you.

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