Arena Swimwear: Noah's Ark

Water instinct

Advertising Agency: Y&R Milan, Italy
Executive Creative Director: Vicky Gitto
Art Director: Andrea Fumagalli
Copywriter: Gabriele Caeti
Post-Production: Rumblefish
Account Director: Francesca Baroni
Account Supervisor: Giuseppe Moltedo
Published: July 2010

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27 comments

Guest's picture
Guest

intresting !

Billoughsby's picture
Billoughsby
5091 pencils

Wow. Which prompts the question: What if the last performance-enhancing drugs on the planet disappeared?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Paloma's picture
Paloma
528 pencils

really really bad execution

pez's picture
pez
1733 pencils

I don't agree, why you say is a "really really bad execution"? what's really really bad about it?

Guest's picture
Guest

What do you think is bad about it?

How's about backing up your statement with an explanation as a comment like that is hardly constructive.

Guest's picture
Guest

Not that bad!
Some weaknesses here and there but the execution is good.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Don't like the idea and it's an unnecessary link.

CommandZ's picture
CommandZ
2474 pencils

Hmmmmmm. No.

Guest's picture
Guest

I guess i'm missing something.

Pombooie's picture
Pombooie
407 pencils

WTF! Don't get the connection unless i think really hard and make my brain ache, and even then it's pretty spurious. Don't like this ad at all!

Hiperion's picture
Hiperion
3138 pencils

Smells like italian advertising

(tacky)

pez's picture
pez
1733 pencils

It works for me...

dsklan's picture
dsklan
1925 pencils

so if he´s supposed to be noah, where is the beard?

Guest's picture
Guest

its is not a painting...........

Guest's picture
Guest

nice photoshop work

Guest's picture
Guest

nice photoshop work

Guest's picture
Guest

Fischione, xò questa volta potevi farlo nuotare a rana... qui ci stava, no? ;-)

Sushi lover's picture
Sushi lover
905 pencils

is it raining or just the texture?
it is confusing me:$

Dream needs to be big!

blacksmurf's picture
blacksmurf
200 pencils

mhhh...photoshop is not so good.
Birds (also parrots) don't fly if it rains. Animals seems to be patched on the layout and, most of all,
the rain is a very bad photoshop effect (no interaction with the water or the swimmer)

Seems to be a good layout.

easy to say "art director".

Dzsoi's picture
Dzsoi
5929 pencils

Fresh take on this well-known episode. He is not neccessary Noe, just a man in Arena sportwear who don't give a fck about the great flood cause of his water instinct. Like it a lot.

krautland's picture
krautland
3225 pencils

funny idea. the triathlete looking over my shoulder just chuckled, so I suppose it works as well. as for creativity, it's not bad but it's not something I would write home about either.

Jon-Paul Mountford's picture
Jon-Paul Mountford
889 pencils

damn thats ugly!
lets start with the rain has no depth, unless its raining in a single sheet and all in exactly the same angle/speed?.
there are mysterious white holes in the sky, the boat splashes are far from convincing.
Blue, blue. blue, and more blue.

Migzter13's picture
Migzter13
973 pencils

so is he noah? I'm really missing it's point.

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Guest's picture
Guest

Gosh he is no Noah, it simply means that when everyone escapes the flood, wearing arena's stuff makes you feel comfortable in water, not scared like the Noah story says... I actually like it. And yes, it is raining.

Cioccolato13's picture
Cioccolato13
29 pencils

complimenti, buon lavoro..!!

Mas que palabras, la esencia..!!

Guest's picture
Guest

i think the ad would've been better if it was video. But still, i think is a very good ad, it's like: "yeah, f**k guys, f**k you rain, i'm stronger than god's will".

Guest's picture
Guest

intresting!!!!

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