Sorry, Becks, Your Fish Ad is a Flop. The Becks Sapphire Ad we showed you a few weeks back? The one with the strange black fish “flying” around a bottle of new Beck’s Sapphire beer? The ad we didn’t much care for? Well, now it has been seen by more than a hundred million people, and we’re going to guess that means a whole lot of people just started disliking this beer before they ever even tried it.

The ad makes no sense: why a fish? And in fact, why is the beer called sapphire? And if they were set on that name, why a black bottle? And why the ruby red emblem on the bottle, when sapphires are BLUE goddammit!

We give this one a D-