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A Good Start?
This week's Rate the Ad. BP as the kinder, gentler oil company, assisted by real-people quasi-testimonials. Are you buying it? Is that yellow highlighting a good idea? How about the super Greenpeacey logo? Then we have the rationalization of "It's a start" combined with the very ambitious "Beyond petroleum." Is any of this working for you? Rate the ad 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 write in your comments about the art direction, the photography; the copy, the typography, the concept, whatever. Click here to play.

Ralphing at the Nadir
Last week's Rate the Ad. OK, we've effectively lowered the bar to ground level. Those of you who've been with Rate the Ad from the beginning may recall the Finlandia Photoshop Debacle of many months ago; well, the numbers for this 1800 flashing-girl vignette make that Finlandia ad look like a D&AD finalist. We're talking a 12/88 Good/Bad ratio, comparing the top half of the Sweet Meter to the bottom half. We're talking a 55% goose egging, and 79% of votes in the lowest third of the meter — better known as the Grimace Zone. Moreover, judging by the comments attached to the smattering of votes in the top half of the meter, almost all these "good" votes are meant as a joke. General explanations of the trenchcoat scenario involve the usual round of hermaphrodite, transsexual and bisexual three-way fantasies, along with the widely held belief that excessive tequila consumption leads to a desire to expose oneself. So we're sending a case of 1800 to Dick Cheney; maybe we can get him in a swing state. Anyway, here are the results.

5 Very Sweet 5%
4 Sweet 3%
3 Semi-Dry 4%
2 Dry 9%
1 Extra Dry 24%
0 Sour 55%

And here are some of our fave responses.

1 Shameful. Is there a new trend with models not looking at each other in liquor ads, even in situations where they're supposed to be?

1 Change the orange to green and swap the hooch for cigs. The ad is still a head-scratcher, but now it's for Virginia Slims.

0 Besides the lame stock art and the copy that has nothing to do with the images, the colors are all wrong. They're introducing Silver, so why not use sleek, shiny colors?

0 Kids take note: alcohol stunts creativity.

0 This looks like an ad that an intern at The Onion would produce. The bottles are so ugly, it's hard to do anything with them, but they actually make the ad worse.

1 I'm confused by the whole ad. I need a nap.

0 I guess men drunk on tequila like to grab other men's erotic areas while watching an exorcism.

0 There are 1800 reasons why this is a crappy ad.

2 So that's why my boyfriend won't let me drink tequila anymore!

0 Nice to see Linda Blair getting some work.

0 Maybe her pubic hair is trimmed in the shape of the bottle.

0 From the looks on the guys' faces, it seems she may have cut one and is opening her jacket to cruelly waft it toward them.

0 And to think somewhere in the world an art director and a writer have this in their books.

3 Woman enjoying control of helpless males. Great facial expressions, but what about selling the product?

0 It has layers of bad that use transparency settings so you can see the other layers of bad buried underneath.

0 I would say this ad is amateurish, but I'd hate to offend the amateurs.

1 The negative image of the ghost bottle looks like two Art Deco cartoon men "harrumphing" at each other.

1 Ironic that the words "drink responsibly" appear so close to a shot of a woman who clearly cannot hold her liquor.

4 "Smooth" use of color. I thinks this works. Even the words work. It's attention getting. Isn't that what an ad is supposed to do?

0 This ad makes me want to drink tequila. Just not theirs.

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