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Greek Chic?
Fig Newtons takes the "classical" approach to print advertising. Is this flying or slipping your discus? 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 offer your comments on the illustration, the art direction, the copy, the typography, the concept, whatever. Click here to play.

Last week's Rate the Ad. In the past, we've experienced the Hottie Effect on the Sweet Meter; well, now we've seen the power of the Meaty Effect. Vast numbers of unrepentant carnivores weighed in on this ad, and they strutted their stuff like they'd just brought down a mastodon with a couple of spears. The popular notion that the ad implies that you're supposed to eat vegetarians was greeted mostly with joy and discussions of how to cook them and what wine they go best with. The presence of vegetables in the photo was reviled, especially since many pollees agree the veggies look a lot better than the meat. Nevertheless, this ad metered so well, it might as well be 600 pounds of Kobe beef prepared by Iron Chef Cholesterol. We're talking a mind-boggling 73/27 Good/Bad ratio — comparing the top half of the meter to the bottom half — with a totally juicy 58% in the Sweet Zone. Anyway, here are the results.

5 Very Sweet 28%
4 Sweet 30%
3 Semi-Dry 15%
2 Dry 11%
1 Extra Dry 6%
0 Sour 10%

And here are some of our fave responses.

1 Even as a comfortable carnivore, I find myself objecting to this quite strongly — it politicizes food and ends up sounding like a Bush campaign line.

5 It's an excellent "stab" at the non-meat eaters out there. Why do vegetarians get to have all the fun with their malicious attacks on the carnivores?

1 "We love gays. More girls for us." Give me a break! We love bad ads — they make ours look better!

4 I'm a strict vegan, but I'll admit it's funny.

4 I love any ad that lets vegetarians know that carnivores have no shame in what they eat.

5 Simple, succinct, to the point, hits the target, looks good, has a little swagger, just right.

0 I've seen this done for every steakhouse in the country. Except that in those ads, the food looked appetizing.

0 It's a pretty photo and an impactful layout, but beef isn't competing against veggies, it's fighting with other meats. So don't write a headline that would work for any of them.

4 The only thing that would make this ad better was if it was a scratch 'n' sniff.

5 What's the Beef Board bringing to table with this concept? That vegetarians don't know what they're missing and that meat lovers get it — it's a perfect message for what they're selling.

1 Solid, simple, funny concept. Unfortunately, the main focus is one of the poorest food styling/art direction shots I've ever seen.

5 I'm a semi-vegetarian, and I'm craving beef now. The photo is actually beautiful.

5 Makes me want to go out for a huge steak right now and it's 9 a.m.!

2 If I'm a vegetarian, the ad does nothing but offend me. If I'm not, I probably already eat beef — so what are you trying to sell me, Mad Cow?

4 Dead-on. But it would have been a lot funnier without "More beef for us." Adding it is a cop-out.

2 Written by a drunk frat boy. Looks like he cooked it, too.

4 Although a bit predictable, my initial reaction was to lick the page. I guess it works.

5 You can eat people now?! Cool. "Pure, organic grain-fed hippies. This one was named Rain." Yum.

4 Meat porn.

2 We already live in a polarized society. Now it's beef eaters vs. vegetarians? Let's not go there!

5 Brilliant piss-off-people-who-won't-be-your-customers-anyway approach.

1 It's got the same great Texas "Fuck 'em!" attitude that got us stuck in Iraq.

4 I just ate way too much pizza, but this manages to make me hungry.

1 Eat fast and choke on it. Smugness is in.

2 So the target audience is the client??

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