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Baking Your Cake?
Hey, creatives, here's a nifty software product: the OmniOutliner3 can be used to write screenplays. But is this ad a case of I came, I chainsawed, I conquered? 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 illustration, the art direction, the copy, the typography, the concept, the logo, whatever. Click here to play.

Birds Are Singing
Last week's Rate the Ad. There was a recurring theme to the comments about this Turning Leaf ad: it’s a rip-off of Absolut or an homage to Absolut or some variation thereof. Maybe so, but this was hardly seen as a problem. The art was mostly considered suitable for framing, and never mind the copy, which was generally viewed as three lines in search of a poet. But this did not stand in the way of the ad’s success, and we do mean success; this was such a picnic on the Sweet Meter, it’s bordering on the absolutely amazing. We’re talking a 73/27 Good/Bad ratio — comparing the top half of the meter to the bottom half — and an astounding 56% in the Sweet Zone, with fully a quarter of entrants giving it the High 5. Clearly, an ad with great art meets with great approval, which causes us to wonder: why do so few ads have great art? Anyway, here are the results.

5 Very Sweet 25%
4 Sweet 31%
3 Semi-Dry 17%
2 Dry 14%
1 Extra Dry 8%
0 Sour 5%

And here are some of our fave responses.

1 The art direction is kinda cool, but the copy is turning my stomach. 0 Looks like an Absolut ad that went through a meat grinder. 4 Nice concept — gives you that little buzz before you start drinking the wine. 5 Not typical wine advertising, yet the product is still the star. 5 Very elegant, evokes the right romantic feeling. I want to hang it on my wall! 2 Illustration by Munch? I worry that in this swirly place, hundreds of songbirds will peck out our eyes. 4 What is wine for, if not to make you forget about the rest of the world? 5 I love the romantic but subtly psychedelic tone of the ad. 5 Great use of negative space. The poem is nice, too. 4 Nice visual. Decent copy. My only complaint is the uninspired typography. 5 Two words: Kick. Ass. 4 If they were trying to hit the 24-35 crowd, they got it dead-on. A true justification that ads don't have to have photographs in them to be great. 4 It gives me the impression that something great will happen while you’re drinking it. 1 It looks like a Russian disco exploded. 3 The copy gets lost with the overabundance of paint splatter. Interesting to look at, but probably not overly effective in selling wine. 5 I'm phoning my husband now to ask him to pick some up on the way home. 2 Loved the visual, but stopped reading at "flannel." 5 It surpasses all the boring and oonventional “classy” wine ads with its sensually appealing art direction. 2 If you're supposed to feel like you’re on a deserted island, then where's that peaceful, calm feeling? The design is too busy to be calm, and the red is definitely not calming. 0 Ugh. Cheese does go with wine. 2 The copy says "good wine" but the illustration says "bad trip." 0 You know when go to a party and drink too much red wine and eat too many of those little salmon and cheese thingies? This ad kind of looks like what ends up on your shoes when the room starts to spin. 3 The rust tones are clashing with the purple prose.

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