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Arena swimwear: Loch Ness
Water instinct.
Advertising Agency: Lowe Pirella Fronzoni, Italy
Creative Directors: Francesco Bozza, Umberto Casagrande
Art Directors: Pietro Lorusso, Anna Lomboni
Copywriters: Andrea Stanich, Gianni Miraglia
Photographer: cromo
Published: August 2007
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No idea what the product does.
You have to hate advertising in order to truly love it.
Italy...
Reasonable idea.
Strategy/line misses.
>>>> That's not an ad. THIS is an ad.
Is the pic supposed to give you the impression on that mythical water dragon at first? If that's the idea then...gr8, otherwise...?????????
maybe, i liked ur analysis
http://jazarah.net/blog/
i did get it at first, i think it causes more curiosity by looking at it in thumbnail
That tag line sounds SO familiar!
I actually quite like this ad, BTW. I like the linkage between a swimwear brand and an aquatic life/creature. But the Loch Ness Monster? I don't know about that one.
I do like the thinking and the message here, though. That when you're in the water in their swimsuit, you suddenly feel you're in your natural environment. There's a quality of transformation you can feel.
I'm guessing Arena is a known brand in Italy (like Speedo and Body Glove over here) so that they can afford to be all visual with minimal or no product information. It's an image ad. With the wrong image!
Beautiful art direction, nonetheless. Right or wrong, people WILL remember this visual. No question.
Yes, Arena is a very famous brand in Italy. I really like the lochness idea and I agree with JPL that the visual will stay in people's mind. The line could be more original, though.
i think its very easy for any creative to apply for a job in italy due to the quality they offer!
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Everartz
is it a wall texture at the side?
I love it.
I don't know why you guys don't…
Because is not related at all with the product. It's only a visual gimmick.
I think it's a great visual. What's behind it??????
Nessy?
Next.
Nice visual. And so?
This is Loch Ness.
Just consider this very famous photo and you'll understand the ad: http://www.chinadaily.com.cn/world/2007-06/01/xin_01060401064127737771...
But maybe some of you are too busy to do a simple search, you gods of creativity!!!!
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"I could have killed 'em all, I could kill you. In town you're the law, out here it's me. Don't push it. Don't push it or I'll give you a war you won't believe."
Shame on us. And on all consumer who are too busy to do a simple search to understand an ad.
I LOVE IT.
ARENA IS A SPORTWARE SPECIALIZED IN SWIM SUIT AND SWIM EQUIPMENT.
ARENA MAKES YOU A MONSTER, A MYTH.
IT WORKS. AND IT'S A GREAT VISUAL. I THINK IT'S VERY COOL
BRAVI RAGAZZI
ITALIAN QUALITY STANDARD!
love it
i loved the idea, i must say, its courageous to promote such kind of ad.
Creative Ad.
Wow, fucking harsh. All this ire over a fucking picture on the Internetz.
Regardless...strong visual, clever insight. "Our stuff makes you a monster in the water." It's elemental and powerful. Dig it.
"But maybe some of you are too busy to do a simple search, you gods of creativity!!!!"
- If you think people are going to research ads they don't understand because you thouht they were clever...come on man.
Sincerely,
God of Creativity
____________________________________________________________
"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca
lol i like it, its associated Loch Ness and Arena!
Clean conscience, Mr god??
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"I could have killed 'em all, I could kill you. In town you're the law, out here it's me. Don't push it. Don't push it or I'll give you a war you won't believe."
Got it. Loving it!
Had I seen this ad out of the context of the headline on this site I never would have related it to the Loch Ness Monster. It looks like a person swimming in a lake. Sorry, doesn't work for me.
It can catch ur eye... How it will benefit the brand in the long run...
Ok for a brand which is new in the market but Arena is quite brand (Since 1973) and such campgns can not really help such brands which already has a perticular character known to its customers.
I really want to like this (mainly due to the visual) but just cannot!
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a2obspl
www.alpha2omega.in
Visually beautiful! I like it alot but I still don't understand what the product does.
it's nice,
but I didn't get it because I'm not familiar with arena.
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come on, push it!!!!
l like it!