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When Dove Flies?
Jane Jetson for Dove Precision Volume Hairspray. Is this retro cool or old-school fool? Rate it 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 offer your comments on the art direction, the typography, the copy, the concept, the logo, the tagline, whatever. Click here to play.

Tea, Hold the Sympathy
Last week's Rate the Ad. Tazo had anything but a calming effect on the Sweet Meter, running a scalding 66/34 Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — with a dreamlike 45% in the Sweet Zone. One of the best showings in quite some time. Still, there were plenty of gripers. Some got all itchy about the image; some pulled a Haley Joel Osment and saw dead people; some made the usual weed jokes; and then there were a dozen disgruntled pollees who demanded to know why this woman is taking a nappy on a "giant vagina." We're waiting for a callback from Dr. Ruth on that one. Anyway, here are the results.

5 Very Sweet 15%
4 Sweet 30%
3 Semi-Dry 21%
2 Dry 15%
1 Extra Dry 10%
0 Sour 9%

And here are some of our fave responses.

2 She looks like she's undergoing various stages of decomposition. In short, she looks dead. I guess that's as calm as you can get.

5 The best integration of product/benefit I've ever seen.

2 Nothing soothes me more than an exploded tea bag all over my face.

5 Masterful Photoshop effects steal the show, but the eloquent no-nonsense copy deserves equal credit.

1 Looks like a woodshop project.

4 Captures the sensual nature of tea drinking for relaxation. There's also a sophistication here that helps elevate the product above the New Age style these products depend on.

2 Is this an ad for tea or a really bad case of dry skin?

4 This is one strong, hardworking ad.

1 She looks like somebody freeze-dried her in her sleep.

4 Finally, no butts, no breasts, just tea, which would put anyone to sleep. I like it!

0 I see a giant vagina. That's not relaxing.

5 Did you ever play in a pile of autumn leaves on a cool day? Here, we nestle in the warmth of tea leaves. Beeeyewteeful!

5 I like ads that I don't have to closely inspect to get the point. This one offers its message clearly in an appealing manner.

0 What the heck are we supposed to take away from this visual, and why is that monster trying to eat her head?

5 This ad drew me in right away. It's true to the packaging and to the creativity of the tea blends, and the way the colors are arranged actually makes me feel calm. Well done.

5 My brain has been so tightly wound and scrambled these days, I craved a spot of this tea the moment I saw this. It's calming in an extremely interesting way.

4 It ain't brilliant, but it says "calming tea" in a very simple way. Maybe it is brilliant.

3 While "let's make a calm person out of tea" may not have been the greatest idea in the world, the execution is pretty good and I love the border treatment and the use of type.

5 Classy. Makes me want to drink some tea and take a nap.

5 Pretty much everything about this works, from the Nick Bantock-ish packaging to the photo/Photoshop, copy and layout.

2 It might transport you to a state of serenity, or to this hell world where living faces rise from the ground like some kind of bad acid trip.

1 Viewing this ad makes for the opposite effect on my stomach. Is this tea made from decapitated bugs?

5 Finally a clean, poignant, well-art directed ad.

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