Pronto: Back

Only one beauty gesture to cleanse, nourish deeply and protect.
Pronto Legno Vivo is the cream with extra pure beeswax that penetrates deeply into the wood preserving its natural beauty and protecting it for a long time.

Advertising Agency: FCB, Milan, Italy
Creative Director: Remo Bonaguro
Art Director: Remo Bonaguro
Copywriter: Laura Colombo
Photographer: Maurizio Cigognetti
Published: April 2005

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18 comments

Anonymous Author's picture
Anonymous Author
1541 pencils

I'm unsure why exactly, but I really do like this.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Guest's picture
Guest

almost sexual, be careful

Chelsey Homan's picture
Chelsey Homan
90 pencils

Almost sexual is a good thing, no?

Guest's picture
Guest

done!

dthlb72's picture
dthlb72
545 pencils

Looks like sperm... anyways, it would be better if the text not touching the 'liquid'.

Guest's picture
Guest

Che brutto fotoritocco ragazzi.
Don't like.

Manola fili

tamer samy's picture
tamer samy
683 pencils

Just awesome, but maybe a lighten wooden color would be better!

prashantyeware's picture
prashantyeware
15 pencils

You RACIST!!!

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yeah I really like this. Although some people might still think it's for people, not for wood.

Yes I might have some guest bashing at me for that - go ahead - I think it might happen if you see this short.

tytpol's picture
tytpol
776 pencils

What is Jesus doing here?

CuriousPencil's picture
CuriousPencil
4227 pencils

I like the idea. I distrust the physics: no cream blobs up at the end of a stream like that; and I think the copywriter should be ashamed or at least a little embarassed here."...protecting it for a long time from dust and woodworms"? For a start, it's 'woodworm', and 'for a long time' really they couldn't come up with a more solid sell than that? Though I can forgive the quirky 'beauty gesture' in the headline, the payoff looks like a google translation when google was drunk,.

Billoughsby's picture
Billoughsby
5091 pencils

This one is great, visually, in the germ of the idea, at least. The other one of the pair looks as if whatever inspiration wrought this ad was spent before it got to the second. Pity. The translation... ha ha, yeah, well.

"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

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

The copy and the drop make an unintentional Christian cross.

Billoughsby's picture
Billoughsby
5091 pencils

Yeah. In the small thumbnail view, I assumed that was what it was intended to be.

"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

Felicitas_Pauker's picture
Felicitas_Pauker
179 pencils

Ok, I don't think they have really published this in english (in Italy). So... please, where is the original one?

scarfinati's picture
scarfinati
830 pencils

i hate where the headline is place. Gets in the way. Put it down in the body copy

WYK's picture
WYK
14 pencils

Very nicely done on how they resemble taking care to woman. Nice approach.

vinay pandey's picture
vinay pandey
26 pencils

everything you cannot correlate with women.........

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