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Warning: Models Ahead
This week's Rate the Ad. A pinot grigio called Santi. Yup, the incomparable combo of alcohol and women again, but this time it's wine, and the concept features an unusual self-reflexive angle. Are you drinking this or is it corked? 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.

Jennifer, Unloved, Blew It
Last week's Rate the Ad. Well, BP, despite a gorgeous logo that could've come right off the costume of Eco Man, didn't make much of a start here. The Good/Bad ratio, comparing the top half of the Sweet Meter to the bottom half, is an abysmal 28/72, with 52% of votes in the lowest third of the meter — better known as the Grimace Zone. And Jennifer the executive assistant fared as badly as the rest of the ad. There were a lot of complaints, from men and women, that she's an off-putting, frumpy hippie wannabe, and we got some predictable topless jokes re the yellow "censor box," though one did yield a good line about "Activists gone wild." Anyway, here are the results.

5 Very Sweet 3%
4 Sweet 9%
3 Semi-Dry 16%
2 Dry 20%
1 Extra Dry 25%
0 Sour 27%

And here are some of our fave responses.

2 Is she the executive assistant for Jimi Hendrix?

4 Good tone. Copy to the point. Weak visual.

4 It works. The yellow box and the yellow highlighting are there for a reason. It's called branding.

1 I often stop in the middle of the street and discuss the virtues of a giant oil company. Of course, that was before my treatments.

0 Replace the woman with George Bush and it's a book cover for The World's Stupidest Quotes.

0 What horrible art! I don't care what the ad says, I'm already five pages ahead of this abomination.

0 An unkempt secretary? Who made her an expert on the environment and oil companies?

0 Stream-of-consciousness copy is difficult to follow. She appears to be readying herself for the impact of an oncoming truck.

2 That's a whole lot of copy to throw at someone in a print campaign. I take one look at Moonbeam there, and I walk away.

3 Attempting to be a positive thought leader in an industry perceived so negatively by most consumers is smart. And the "It's a start" line is nice, because it humbly admits they have a long way to go.

2 I thought it was a Nikon ad.

1 Jennifer looks like she's been working for the last 32 hours straight shredding evidence of oil contamination in the same wetlands they talk about preserving.

1 The image of the "enviro chick" actually endorsing BP because of its good practices is supposed to make me feel what, exactly? I feel manipulated, and I hate that. Just show me the damned pipeline.

0 Appealing to environmentally-minded people to buy more gasoline. Completely disingenuous and condescending.

3 "Beyond petroleum." Now that's a cool tagline.

1 Good strategy: Feel less guilty about filling up your SUV. Do it at BP! We're, like, totally environmental!

0 All I see is an unbalanced ad with an odd use of color.

1 So giant corporations are basing their guiding philosophies on the uninformed musings of poorly dressed executive assistants? In that case, I'm a lowly junior copywriter and I think gas should be cheaper. How's that for a start?

0 Good Lord, BP, don't break your arm patting yourself on the back for doing something you're supposed to do anyway.

1 I'd rather know what a BP employee or one of the oyster fishermen thinks about the company's responsibility to the environment.

4 Art-wise, not so hot. But the most honest, forthright and persuasive ad message ever by an oil company.

1 I think I'm going to hug a tree. Or eat a manatee.

2 Maybe their tagline should be "Working toward a solar-powered world by the year 2550."

0 Shell did this much better 30 years ago. I didn't believe them then, either.

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