Discover real life, Ski

Agency Network: 
April 2012

Lacplesis Dzyvs is unpasteurized, fresh beer. In Latvia such beer is called “live” beer. The brand name, Lacplesis, means “Bear slayer” in Latvian. That’s why we have beers to represent this brand.

Print advertisment created by McCann, Lithuania for Lacplesis, within the category: Alcoholic Drinks.

Discover real life

Advertising Agency: Astos Dizainas McCann Erickson, Vilnius, Lithuania
Creative Director: Jonas Valatkevicius
Art Director: Ernesta Valantiejute
Copywriter: Audrius Puidokas
Illustrator / Designer: Karolis Zukas

Comments (18)

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KimKong's picture
Activity Score 198

I like this series of ads. Since Lacplesis means Bear Slayer, I'm glad they didn't go the violence with bears route! They kept it fun. This bear is winning (slaying?) at life!

salil.sharma's picture
Activity Score 2428

i love it
awesome Execution & Art Direction.

Designer Don't Do Different Things
They Do Things Differently

Shawali's picture
Activity Score 8442

This type of fancy execution has been done forever and is just a pretext to hide the total lack of a good idea...

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

MicheleVirgilio's picture
Activity Score 2617

very nice ad

Milan Solanki's picture
Milan Solanki
Activity Score 994

skiing has nothing to do with beer

risikawi's picture
Activity Score 44

Just love how you write dzīvs, I mean I am native speaker of Latvian, but for a moment there I thought it says "juice" in some weir way ;)

Wordfruit's picture
Activity Score 1023

Could the line 'Discover real life' be interpreted as arrogant?

Two presumptions that no product can really live up to:

1. The viewer doesn't have a life.

2. Your product will give them all that they don't have.

These two principles I guess are probably useful. In a sense a lot of advertising is about something very similar: the promise that people will have a better life with your product.

But to say 'Discover real life' outright like that -- I wonder if that could be seen as arrogant? And talking down to.

That was my first impression. But maybe with a change to the line. Or maybe the line before translation doesn't sound like that.

shahidali's picture
Activity Score 4069

The copy is a good example of what a cliche is and what can be teremed as overclaim.


freakart's picture
Activity Score 534

Discover bad beer!


Creativity! | Twitter

billbernbach's picture
Activity Score 242


vote4pedro's picture
Activity Score 4601

This has to be one of the most overdone advertising clichés of all time. And this is done far worse than most.

kleenex's picture
Activity Score 48950

I like it,

dbor's picture
Activity Score 1455

How much beer you must to drink to see bear skiing?

pinkpink's picture
Activity Score 27

like it :)

Nurse Bell's picture
Nurse Bell
Activity Score 156

They should have tried to discover an idea.

shahidali's picture
Activity Score 4069

How many times it has been said, an art director will not replace a creative director.


joelapompe's picture
Activity Score 3851

worst crap ever!

LittleJoe's picture
Activity Score 345

Why is a skiing bear real life?