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Seat Up or Down?
This week's Rate the Ad. Let's stay with the Gen Z vibe. Progressive tries to go after a youthful insurance target with zero-to-empathy in one second. Are you paying this premium? 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 copy, the photography, the typography, the concept, whatever. Click here to play.

Female Empowerment
Last week's Rate the Ad. OK, we've got another winner! Chiclets pulls a nothing-to-sneeze-at Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — of 54/46, with an impressive 37% of votes in the Sweet Zone. Pollees fall into two distinct camps this week: those who can't get past the fact that the dumping business has nothing to do with the product; and those who like the fact that the dumping business has nothing to do with the product. One man's borrowed interest is another man's annoying total irrelevancy, though we must admit we're surprised by the number of people who think a Gen Z Chiclets ad should be flogging product benefits. But we weren't surprised by the "Chick-less" jokes, not to mention cracks about chewing gum with hair. Anyway, here are the results.

5 Very Sweet 12%
4 Sweet 25%
3 Semi-Dry 17%
2 Dry 16%
1 Extra Dry 13%
0 Sour 17%

And here are some of our fave responses.

2 What am I supposed to do now? Date a Chiclet?

1 I want to buy gum that helps me get laid, not dumped.

4 Very fun graphically and typewise. The concept is solid. And those little guys are so cute. But I can't help but want to gnaw their little heads off!

0 As long as you don't need any real concept and enjoy the humor of Wal-Mart birthday cards, this is genius.

4 I believe this ad appeals to both sexes, as women can identify, saying, "Yeah, I've definitely used that line before." I'm a fan.

5 The girl Chiclet reminds me of my ex-wife. Very cute ad.

4 Thank God. Creatives who aren't afraid to let consumers spend some time with their ad, instead of just throwing out another stupid visual solution.

5 This ad filled me with feelings of cuteness and sweetness. Chiclets are so cute, it's about time they expressed their little personalities.

3 Eat Chiclets, get dumped? Gotten dumped, eat Chiclets? Huh?

2 I don't think personifying little pieces of gum is a good idea. This gum has the same issues I have in life! That's just weird.

4 I love cartoons!

2 I read somewhere that 20% of young people have been dumped by text message, so maybe this sort of thing appeals to the target teen market. I'd say they're aiming at girls, not guys — it's the girl Chiclet who comes off as empowered.

4 Cute. Charming. Immature. Teens will love it.

5 Finally! An ad that speaks the truth about the process of teenage dumping!

1 Please don't support text messaging illiteracy.

5 This is a great take on a dusty old brand.

4 Funny sells, no matter what the product. Everyone knows Chiclets as good and a safe bet, but now it's good and risky. I like risky.

4 Great target for a new generation. Drawn by kids for kids.

0 Don't chew gum and concept at the same time.

4 Advertising 101: "Balloon quotes stop 'em every time."

5 Wonderful. Plus, I've been on the receiving end of all five.

5 So harsh. So true. So much more entertaining than every generic "visual solution" we've seen lately.

2 Aren't 12 year-olds-supposed to be playing kickball — not dealing with romantic dramas?

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