Advertisement

Outdoor campaign currently on air in Sicily (Italy)

Outdoor campaign for a bread productor and distributor

Advertised brand: Panè - Panetterie siciliane
Advert title(s): Size doesn't count
Advertising Agency: ADVARTISING, Catania, Italy
Agency website: http://www.advartising.it
Creative Director: Alessandro Boggiano
Art Director: Alessandro Boggiano
Copywriter: Alessandro Boggiano
Photographer: JoeFaro.com
Published/Released: Outdoor August 2007

P.S. Original italian headline and payoff translated in english for ADSOTW. Thanks.

Alessandro Boggiano's picture
Alessandro Boggiano
Activity Score 101

No comment?

: )

Alessandro Boggiano's picture
Alessandro Boggiano
Activity Score 101

C'mon...

: )

sachinmankad's picture
sachinmankad
Activity Score 204

hey.. can u explain more.. what is in your mind..
i couldn't get u...

sachinmankad's picture
sachinmankad
Activity Score 204

hey check smoking-killing and give your comments...

Stigset's picture
Stigset
Activity Score 1454

Hey, this looks very good. But I guess I'm a bit fed up with the whole penis comparison in advertising, it's been done to many times and simply doesn't make me smile anymore (sorry). But I think that in Italy they are much more open to such humour (So I guess its just a cultural thnig). Art Direction wise, it's excellent.

Alessandro Boggiano's picture
Alessandro Boggiano
Activity Score 101

Thanks Stigset.

There were a few challenges in this ad.
1) In Italy advertising is often stupid and afraid or very gross. So my scope was to be funny, allusive and use the eternal male complex of penis size to provoke laugh.
2) Catholic education condition the people perception and produce too much hypocrisy. The visual, so simple and direct, does not leave space to doubts. "yes man, we are jocking with bread/penis concept.".
3) Bread is THE simbol of catholic liturgy: the bread became jesus body. So there was the attempt to refute a common place (penis size is important) using maliciously a "positive" simbol (poor and simple) like bread.

This brand is growing very fast in the regional market because the quality of products. It's a small factory who is defeating on the field a much bigger competitor.
So there is another meaning level, turned only to that competitor, that allude to this fact: quality strikes quantity.

So my client, first time I told my idea, was very afraid that this ad could be a boomerang for the brand.
But he trusted me and the ad is now on air.
Result is a great success, specially in feminine public, that finds this idea very funny. And that was my target so now my client speak with me with a 32 teeth smile...

Next time I will post here the previous campaign for this client, out on July.

p.s. Always excuse me for my terrible English.

sachinmankad's picture
sachinmankad
Activity Score 204

hey... thats great, now i got your idea,
good work..

joefx's picture
joefx
Activity Score 2

150€ are little Bye.

Torenaga's picture
Torenaga
Activity Score 140

Già l'advertising italiano fa cagare, se poi facciamo vedere nel mondo queste robe vuol dire che gli insulti ce li cerchiamo.

Alessandro Boggiano's picture
Alessandro Boggiano
Activity Score 101

Che finezza d'espressione!
Si vede subito che siamo di fronte ad un grande talento della comunicazione...
Rimango in ansiosa attesa dei capolavori che la tua acutissima mente avrà di sicuro saputo partorire.

A

Advertisement