Athena: Pole Vaulting

Advertising Agency: Euro RSCG 360, France
Advertiser's supervisors: Dominique Seau, Anouk Ribard, Françoise Chauvin
Agency's CEO: Pascal Allard
Agency's Managing Director: Vincent Mayet
Executive Creative Director: Hugues Pinguet
Account supervisors: Vanessa Bernard-Granger, Anne-Flore Seringe
Art Director: Thomas Derouault
Copywriter: Dimitri Hekimian
Art Buyer: Isabelle Baud
Agency Producer: Christophe Demeure
Photographer: Jean-Yves Lemoigne
Retoucher: Asile
Director: Agathe Riedinger
Production Company: Marcassin
Athletes: Renaud Lavillenie, Kevin Mayer, Martial Mbandjock, Romain Barras

December 2011


Hadrons's picture
5985 pencils

teenager's humor i suppose


CuriousPencil's picture
4225 pencils

I'm sure the team is delighted to be associated with such a homoerotic campaign - keep hold of those stiff poles, guys, and bring Pride to your country.

On an advertising note: for the vaulter in this image to get 'underworn', he's going to have to aim to fail; hence this brand, inadvertently, is encouraging its team to lower the bar, and other lame similes.

Might be a regional thing, but I think this is a pretty laughable campaign. Looks good though.

[upped from a 2 to a 7, after consideration and a mild scold].

kurtomaniac's picture
18 pencils

mr curious...why did u reconsider?

kurtomaniac's picture
18 pencils

i got it...i just read the french guys comment...

kurtomaniac's picture
18 pencils

P.S. still waiting for an id...
read comment on ad for reference

atb2005's picture
13561 pencils

I disagree with the previous commenter. Yes, the campaign does seem a little homoerotic. Does he find that off putting? I don't. It doesn't bother me at all.

"hence this brand, inadvertently, is encouraging its team to lower the bar" is a laughable statement.

Though I don't find these images super or genuinely funny, I still prefer them over the traditional underwear images which feature male models, sporting fake bulges. The Epica award was well deserved.

CuriousPencil's picture
4225 pencils

I've got zero problem with homoerotica, my comment wasn't a stance for or against it, it was a comment about it.

As for the 'lowering the bar', let me explain for you: the previous image, with the runner breaking the tape and winning his underwear, so to speak, is what I would see as the theme for this campaign. In this iteration, the only way the polevaulter is going to get his underwear is if he fails to clear the bar - he has to aim low. Was an observation on a crack in the concept, is all.

Hope that clears it up for you.

atb2005's picture
13561 pencils

I got what you meant the first time. You are reading too much into it. There are more executions to this campaign, btw. Click on Athena to see the rest. This campaign was previously posted on here. I only didn't like the commercial. I still think the print ads are fine.

CuriousPencil's picture
4225 pencils

Okay, pedantry aside, having seen the rest of them, there was no 'theme' that the athlete had to aim for the boxers, it was just having them in shot, I take your point about overanalysis; and given the additional info (from Jponino below) about the Olympic stunt, my underscore also. Still a wobbly 7 though.

jponino's picture
601 pencils

i'm french, the naked guy is actually a olympic champion who made a buzz by running naked into paris in order to find a sponsorship for the next olympics coming (his popularity was down and no brand wanted to be his sponsor ) , so i think they're saying here that Athena his supporting the olympics champions too, especially the ones naked

Allison1221's picture
4 pencils

That makes A LOT more sense after seeing this ad. It took me awhile to get it, but then I saw the sprint ad. Without knowing this information, I wouldn't have enjoyed this ad... But now I think it's quite humorous.

jackblack's picture
2328 pencils

I don't know whether to laugh or cry. Okay, I'll do both.

thoughtsnwords's picture
20 pencils


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