Agency Network: 
January 2010

Print advertisment created by Y&R, Italy for Arena, within the category: Recreation, Leisure.

Advertising Agency: Y&R Milan, Italy
Creative Director: Vicky Gitto
Art Director: Cristian Comand
Copywriter: Vicky Gitto
Post-Production: Pixelway G&G Milan

Comments (36)

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Highest Rated

dsklan's picture
Activity Score 1926

?! do they attack the swimmer? or is the swimmer surrounded by little fish like a shark? dont get it...

thaistylez's picture
Activity Score 224


dsklan's picture
Activity Score 1926

?! do they attack the swimmer? or is the swimmer surrounded by little fish like a shark? dont get it...

Tomzwarts's picture
Activity Score 42

Water instinct means he is like a fish in the ocean. So the birds think he's the fish and not he's the shark.

mikeelrapido's picture
Activity Score 1929

It's difficult to get this.. This ad looks strange.


dsklan's picture
Activity Score 1926

so you become a victim if wearing arena swimwear, in this case the ad is very bad...

Adaddicted's picture
Activity Score 3435

Their prints are mostly a visual gimmick. Don't really say what they sell or the advantage is!
Its upto you whether to buy or be a victim ; )


Axl's picture
Activity Score 266

Yes, but Birds are not going so far... so inapropriate idea

CopyRight's picture
Activity Score 713

I don't think it'll work for a swim-wear

thaistylez's picture
Activity Score 224

nor do I, but it still looks funny eh?


atb2005's picture
Activity Score 13557

So he looks like a fish.. and yeah that's funny, original, etc. But what's that got to do with swimwear? Fun without sell is no fun for the company making this product. Seeing this ad in a magazine would not necessarily make me buy the product. And if you don't know the brand, you would never be able to figure out what this is about. I would have never thought that this was an ad for swimwear.

LeeHarvey's picture
Activity Score 3045

He SWIMS like a fish and therefor looks like a fish. Swimwear that makes you swim like a fish, must be good eh? So it does make sense. Your comment doesn't.

atb2005's picture
Activity Score 13557

Clearly, some people did not even get that he was supposed to look like a fish. They thought he was probably being attacked or something. So I don't think I'm totally off-beam here. Also, re-read my original post please. Clearly you are told on this page that Arena makes swimwear. What if I am a consumer who does not know that?? This picture doesn't really tell you much.. Yes, the idea is great now that you explained it AND now that I know Arena makes swimwear. Any confusion would have been avoided if the ad said "Arena swimwear"

Dzsoi's picture
Activity Score 8532

He is not supposed to look like a fish on this printed ad, for the costumers. He looks like a fish for the birds up in the air because he swims like one. I don't know about Italy, but in Hungary 99 out of 100 knows the brand Arena. Namely the biggest (only well known) swimsuit manufacturer.

atb2005's picture
Activity Score 13557

You do want to comment on everything I say? LOL I've noticed that... When I said look like fish, I didn't mean look like REAL fish. Jeez. I am not from Hungary, nor am I from Italy. Maybe Arena is a popular brand in Italy or in Europe as a whole. If that's the case, then yeah I think it's a nice ad!

Dzsoi's picture
Activity Score 8532

I comment on this just to prove you're right ;> And now, give it a 10/10, my life depends on it! Please!

LeeHarvey's picture
Activity Score 3045

You're right, I didn't know the brand either.

GinGin's picture
Activity Score 25

I like it, clap clap.

Marlus Lau's picture
Marlus Lau
Activity Score 1808


you see, it's the same agency of the land rover's monkey ad, but the execution here is good.

Ah, they had a post producer....

choykawing's picture
Activity Score 31

its an ad of wwf : if fishes become extinct.

joelapompe's picture
Activity Score 3853

is he smelling that bad in his Arena swimsuit?

ZaboZaboZabo's picture
Activity Score 593

Ha ha ha... Joelapombe you made my day.

raulbanderas's picture
Activity Score 357

i like it

akshaysrikar's picture
Activity Score 420


alexander_bickov's picture
Activity Score 3279

I dont get it too

art one's picture
art one
Activity Score 70

i agree with dsklan..... to me this ad says you wear arena you may be attacked by birds.

Ahmed Sleem's picture
Ahmed Sleem
Activity Score 6

I like it too much, i give it 8/10. good work

perromalo's picture
Activity Score 429

Just like the photoshop. The concept hasn't been explored properly. It doesn't match the visual.

al123al123's picture
Activity Score 4

Do people really not understand this ad? All the clues are there:
1. There's a man swimming. He clearly hasn't fallen overboard/ he isn't a fisherman/he certainly isn't a pirate. He doesn't wear a top, he wears swimming goggles and a swimming cap - the uniform of a swimmer.
2. He is surrounded by birds, poised and ready to dive into the water in the posture assumed by a bird diving for fish.
3. The birds must have mistaken the man for a fish, why would they do that? His swimming is so efficient, so natural, he glides through the water so instinctively he appears fish-like to the birds.

To suggest this needs a line of copy is an insult to the intelligence of the consumer. The intelligent angle of this ad, suggests Arena makes a slightly higher end line of swim wear than your average bermuda short. This is an ad for people passionate about swimming, and willing to pay more for their swim wear. They probably have swimming top of mind. When they see the ad the connection is obvious and clear.

I'd like to see others in this series to really cement the idea that Arena is for more than just your average swimmer

atb2005's picture
Activity Score 13557

Just because he's wearing goggles and a swimming cap does not automatically mean that this ad could only be for swimwear (assuming you know nothing about the brand Arena) Yes, once you know that this ad is for swimwear, everything else you said begins to make (beautiful) sense. The idea that donning some Arena swimwear would somehow improve your swimming skills is a bit far fetched, but still. It's original, I agree. I'd like to bump my original rating up to 6 or 7.

Vlad Vetu's picture
Vlad Vetu
Activity Score 2

In a arena swimwear you swim natural like a fish that's why the birs are so confuse... it's a good ad if you understand it.

Muhammad Imran's picture
Muhammad Imran
Activity Score 616

Oh I think I got the idea, Ads says about Arena swimwear makes you free to move just like a bird... kinda cool communication but not really clear!
But the guy isn't diving in to the water he is already into the water and swimming, thats what we can clearly see here:)

Sorry to say, this ad is failed big time!

Better luck next time, and think more about the visual communication...

silvi's picture
Activity Score 4172

Interesting to be italian

Hiperion's picture
Activity Score 3138

Pathetic ad, and pathetic copy...

Spoonfeederxxx's picture
Activity Score 641

This ad begins with a capital 'c' and ends with a capital 'p'...

aaaron's picture
Activity Score 103

Arena did better AD