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Lucky Day for Tag?
Comes in Small, Medium and Huh?
Lucky Day, First Move, Midnight and After Hours. No, these are not the four humors according to Snoop Dogg, they’re the four flavors of Tag body spray. But based on this ad, is Tag really It? 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 photography, the art direction, the copy, the concept, the packaging, the logo and, for that matter, the name of this brand. Click here to play.

Last week's Rate the Ad. This Saks Fifth Avenue ad fared almost as badly as the previous week’s OmniOutliner 3 ad, with a 38/62 Good/Bad ratio — comparing the top half of the Sweet Meter to the bottom half — and a dire 41% in the Grimace Zone. However, unlike the perfectly understandable image of a moron cutting a birthday cake with a chainsaw, this Saks ad remains as murky as it was when we first asked you to tell us what the hell it’s saying. Most people had no idea, and those few who claimed to understand the ad usually didn’t bother explaining it to the rest of us. Fear and confusion reign supreme this week. Some people recognize Pedro Almodóvar’s go-to visual curiosity Rosie de Palma; some people see Shelley Duvall; others think the clothes evoke Audrey Hepburn, though God knows the model doesn’t. Some people think she’s pregnant; others wonder why there seems to be a fire in her purse. A few are creeped out by her apparently enormous, clawlike hands. There are even some people who suspect Saks is a bookstore. About the largest area of agreement is that, maternity clothes or not, this outfit is hideous. Anyway, here are the results.

5 Very Sweet 7%
4 Sweet 14%
3 Semi-Dry 17%
2 Dry 21%
1 Extra Dry 22%
0 Sour 19%

And here are some of our fave responses.

0 What is it saying, indeed? A pregnant woman performing like a trained seal in some old sugar daddy's musty library is symbolic of balance? In what misogynist's dreams?

3 This woman is either a well-read flasher or she has Mini-Me stashed in her overcoat.

2 So I guess what this ad is telling us is that, as a mistress, she can bide her time in her lover's library by tossing a few tomes on her noggin while waiting for him to finish “cleaning up” — and her clothing is perfect for doing this.

3 You asked what it’s saying? Well, I don’t know, I’m just a girl. But the coat is kind of cute and junky. Let's go shopping!

0 Perfect balance is a woman in a frumpy trench coat balancing books about being a dragon lady/mistress? I'm a mistress, a sexpot and an occasional dragon lady with money to burn (Saks’ prime target), and I just don't get this ad.

0 Morticia Addams here should use that heinous bow to strangle the art director.

5 Fab. All about iconic women. The book titles on her head, the Audrey Hepburn look. Lovely.

1 The books on top of her head imply she's seeking power through her sexuality. Maybe if that were a belted trench coat . . .

5 Love it. Finally, fashion advertising that has an idea and fabulous photography.

1 I don't remember this scene in Dracula.

3 Nothing says fashion like books — except for enormous hands. My God, she could palm a medicine ball with those suckers.

0 The ad achieves the perfect balance of pointless photo and meaningless concept.

1 Wow. Nothing here makes me want to go to Saks. Although her dress does look like a sack.

3 If I get this, Saks thinks the perfectly balanced woman is part mistress, part dragon lady (the books), and part matron (the matronly coat and lady-tie scarf thingy).

2 I'm hoping this is the worst anyone will ever look in this outfit.

2 Is she being punished for adultery? Having to wear that outfit and balance those Scarlet Letter- type books? Leads a person to believe that Saks may be a bookstore.

1 Maybe I'm projecting, but does this have something to do with horribly controlling mothers?

4 That a fashion ad would even attempt thought sets it apart from its ennui-filled, vapid peers.

2 “No, see, we say 'balance' in the headline, right? And then we show balance in the visual, and then we infer balance in the book titles. What? Why are you looking at me like that?”

4 I like it. Explains clearly that they have a balance of styles, not just the hip and trendy or the classics.

4 This ad is consistent with a brand that’s deliberately not approachable unless you have a truckload of money.

3 It's My Fair Lady meets The Golddigger. But what does this say about Saks’ clientele

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