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Drink to This?
Not exactly your typical detergent ad, huh? Does this have you looking on the bright side of the Sweet Meter? Rate the ad on a six-degree taste scale of excellence, 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. Fig Newtons didn't experience much power on the Sweet Meter, with a flagging 43/57 Good/Bad ratio — comparing the top half of the meter to the bottom half — and a very unusual midriff bulge, pulling a hefty 47% in the middle tiers of the meter, known as the So-So Zone. Popular complaints included: the mindless dis of the "sheet-wearing" ancient Greeks; the fact that the ancient Greeks were mentioned at all, which to many people screams pedophilia and little else; the fact that the athlete isn't nude, which would be more historically accurate if a little risqué; the curious toes on this discus thrower; the arguably semi-legible typography; the very notion of trying to convert a familiar cookie into an energy bar; and the client hangup concerning the inflexible name of the product. If you're having only one, it's a Fig Newton, OK, Nabisco? Now excuse us while we have a Pop-Tart. Anyway, here are the results.

5 Very Sweet 1%
4 Sweet 20%
3 Semi-Dry 22%
2 Dry 25%
1 Extra Dry 18%
0 Sour 14%

And here are some of our fave responses.

1 I'm not Greek, but I'm offended by this "guys who wore sheets." Philosophy, architecture and "sheets"? Stupid Americans.

0 Figs? These creatives should've been asking the Greeks about hemlock.

1 If you're going to talk about the benefits of a fig, why not show . . . a fig?

4 Pretty and informative. What's not to like?

3 Positioning is very clever; art direction is lacking.

1 Print ads that don't show the actual product as the main subject are risky. This is why.

4 Good copy. Not crazy about the illustration, but the concept makes sense.

2 It was good of them to remind me how much natural sugars a fig contains, but shouldn't that guy's toes be pointing the other way?

1 Illustration: 300-thread-count King. Concept: flannel Twin with factory irregularities.

3 I like the copy, but the visual leaves something to be desired. A nine-toed discus thrower selling Fig Newtons? No thanks.

3 "Grab a Fig Newtons"?

1 The headline's pretty clever for a writer with sheet for brains!

0 Is it a lig or a fig? Crap fonts, trite type.

0 That bunch of guys in sheets laid the foundations for Western civilization, the decline of which is surely evidenced by mouth-breathing slackers who mindlessly snarf down one Newton after another while watching daytime TV. Ads like this make me wonder if talent is even necessary anymore.

5 What a change of pace from the usual cookie ad. It sure got my attention.

4 It's a well-designed ad, but I'm still not buying that a Fig Newton is a healthy, energizing snack.

3 I guess it could've been worse — they could have gone back to Adam and Eve wearing fig leaves.

4 Fig Newtons are good for you?! Never would have guessed it, but for some reason I believe this ad. Maybe because they didn't get too serious or too technical.

2 The copy mentions endurance; since when did the discus become an endurance sport?

4 It's got stopping power; it isn't overwritten; the illustration lets the product photo scream off the page; and it drives the strategy. Nicely done.

2 I love Fig Newtons, but this ad continues the "Not just your grandma's stool softener" tradition with its Old World (read old school) imagery.

2 Looks like an ad for an insurance company.

1 That's it? That's the whole ad? It gives you energy?! So does crack.

2 "The power of the fig" is just not on. Imagine a car ad that says, "Ninety unbridled horses pushing you back into your leatherette seat."

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