Creative Best Spots

You know the review of new spots in July is going to be an “interesting” viewing experience when one of the first you see stars a Gabe Kotter type conducting taste tests in tighty whities that he’s adorned with plastic fruit hanging all over them. It’s a spot for Altoids Sours. When it began, I wanted to like it for all its oddball sensibilities, the casting, the styling, the dialogue, but it quickly slid into that “uh-no” zone when the taste tester, who has blindfolded his subject, asks, “Can you taste anything fruity?” and proceeds to dance behind him, gyrating and shaking his dangling fruit at him.