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


Guest's picture

intresting !

Billoughsby's picture
5124 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
531 pencils

really really bad execution

pez's picture
1800 pencils

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

Guest's picture

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

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

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

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

CommandZ's picture
2502 pencils

Hmmmmmm. No.

Guest's picture

I guess i'm missing something.

Pombooie's picture
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
3138 pencils

Smells like italian advertising


pez's picture
1800 pencils

It works for me...

dsklan's picture
1928 pencils

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

Guest's picture

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

Guest's picture

nice photoshop work

Guest's picture

nice photoshop work

Guest's picture

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

Sushi lover's picture
Sushi lover
907 pencils

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

Dream needs to be big!

blacksmurf's picture
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
7194 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
3216 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
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

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
29 pencils

complimenti, buon lavoro..!!

Mas que palabras, la esencia..!!

Guest's picture

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


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