Decathlon: Sea

Don't take a holiday from sports this summer.
From May 30 to June 20 Summer Sale

Advertising Agency: Young & Rubicam, Paris, France
Creative Director: Les six
Art Director / Copywriter: Guillaume Auboyneau
Photographer: Romain Laurent
Art Buyer: Sylvie Reveillard
Retouching: Pierrick, Sparklink
Published: May 2009

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17 comments

Davai's picture
Davai
608 pencils

Nice photography but pretty lame idea.

Guest's picture
Guest

exellent photo!

tirthomitro's picture
tirthomitro
2720 pencils

the copy sucks...
otherwise this is silver material for sure!

they showed me a picture & i laughed
dignity has never been photographed

ivan's picture
ivan

I think the copy works, what's wrong with it?

Ivan Raszl, admin of AotW

Prof's picture
Prof
1453 pencils

yeah i actually like the copy. opens up a waaay greater concept than the present execution...

Quite really.

Guest's picture
Guest

can someone please explain the logic here; i'm just not getting the point... thx

valayamadvertising's picture
valayamadvertising
244 pencils

ivan as u said the ad works - double negative in copy creating confusion
www.valayam.com

mrckais's picture
mrckais
415 pencils

where'r the confusion?
it says "don't be lazy this summer and do some excersice, because of the summer sale, it's clear i think,
but i don't like the concept at all

mrckais

alexander_bickov's picture
alexander_bickov
3279 pencils

Great composition

Guest's picture
Guest

if the mountain biker is pulling the trolley should the swimmer be acting like a tug boat? ocean liner or something a little smaller.

Guest's picture
Guest

So the idea is that he's motorboating her, yes?

Guest's picture
Guest

these are not good. to be polite.

mattlittlegym's picture
mattlittlegym
342 pencils

These are not good. To be polite.

Dev Kumar's picture
Dev Kumar
834 pencils

Good photography although the copy didn't really measure up, but it works.

CurryJ's picture
CurryJ
955 pencils

Is decathlon a sportswear brand?

================================================
I think; therefore I am

CurryJ's picture
CurryJ
955 pencils

The headline should have been kept simpler...maybe something along the lines of 'Only sport'?

================================================
I think; therefore I am

satrianee's picture
satrianee
3748 pencils

Is the boat reminiscent of a stimulated penis? or is it just me and my mischief?

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