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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28 comments

EGGO's picture
EGGO
352 pencils

No idea what the product does.

You have to hate advertising in order to truly love it.

Pogi5's picture
Pogi5
253 pencils

Italy...

Rog's picture
Rog
6094 pencils

Reasonable idea.
Strategy/line misses.

>>>> That's not an ad. THIS is an ad.

wallcore3's picture
wallcore3
33 pencils

i did get it at first, i think it causes more curiosity by looking at it in thumbnail

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

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.

orbeat's picture
orbeat
24 pencils

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.

everartz's picture
everartz
7603 pencils

i think its very easy for any creative to apply for a job in italy due to the quality they offer!
--
Everartz

| Everartz |

Guest's picture
Guest

Everartz you think? And can you prove it?

swee2's picture
swee2
12 pencils

is it a wall texture at the side?

brainzed's picture
brainzed
652 pencils

I love it.
I don't know why you guys don't…

Saltsea's picture
Saltsea
321 pencils

Because is not related at all with the product. It's only a visual gimmick.

BFB's picture
BFB
941 pencils

I think it's a great visual. What's behind it??????

Scubadome's picture
Scubadome
62 pencils

Nessy?
Next.

ZaboZaboZabo's picture
ZaboZaboZabo
595 pencils

Nice visual. And so?

Kaifa's picture
Kaifa
136 pencils

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!!!!
----------------------------------------------------------------------------------------------------------------------------------------------------------------

"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."

MDART's picture
MDART
7 pencils

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

Dick Huges's picture
Dick Huges
939 pencils

ITALIAN QUALITY STANDARD!

Diego Jarrin's picture
Diego Jarrin
57 pencils

love it

pankajadsoftheworld's picture
pankajadsoftheworld
433 pencils

i loved the idea, i must say, its courageous to promote such kind of ad.
Creative Ad.

rebelscum's picture
rebelscum
2114 pencils

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

____________________________________________________________

I have thousands of pencils and $1.50 so I'm off to Starbucks

adsthinker's picture
adsthinker
119 pencils

lol i like it, its associated Loch Ness and Arena!

Kaifa's picture
Kaifa
136 pencils

Clean conscience, Mr god??
-------------------------------------------------------------------------------------------------------------------------------------------------------------------

"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."

creativewannabe's picture
creativewannabe
81 pencils

Got it. Loving it!

brc912's picture
brc912
105 pencils

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.

a2o's picture
a2o
139 pencils

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!

Copy_ranter's picture
Copy_ranter
194 pencils

Visually beautiful! I like it alot but I still don't understand what the product does.

jingwei's picture
jingwei
150 pencils

it's nice,

but I didn't get it because I'm not familiar with arena.

booble's picture
booble
89 pencils

l like it!

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