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Discover real life, Ski

Campaign
Agency Network: 
Published/Aired: 
April 2012

Description

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

Caption

Discover real life
Dzius

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

Wordfruit's picture

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.

Wordfruit
Activity Score 1023
KimKong's picture

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!

KimKong
Activity Score 198
salil.sharma's picture

i love it
awesome Execution & Art Direction.

salil.sharma
Activity Score 2471
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

Shawali's picture

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

Shawali
Activity Score 8442
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

MicheleVirgilio's picture

very nice ad

MicheleVirgilio
Activity Score 2617
Milan Solanki's picture

skiing has nothing to do with beer

Milan Solanki
Activity Score 994
Copywriter at Spotlight Communication
risikawi's picture

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 ;)

risikawi
Activity Score 44
Public Relations
Wordfruit's picture

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.

Wordfruit
Activity Score 1023
shahidali's picture

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

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

freakart's picture

Discover bad beer!

freakart
Activity Score 534
grapphic design / advertising |

_____________________________________________________________

Creativity!

freakart.lv | Twitter

billbernbach's picture

done

billbernbach
Activity Score 242
vote4pedro's picture

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

vote4pedro
Activity Score 4601
Copywriter
kleenex's picture

I like it,

kleenex
Activity Score 51787
Web Designer/Developer
dbor's picture

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

dbor
Activity Score 1455
pinkpink's picture

like it :)

pinkpink
Activity Score 27
Art Director at tokyo
Nurse Bell's picture

They should have tried to discover an idea.

Nurse Bell
Activity Score 156
shahidali's picture

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

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

joelapompe's picture

worst crap ever!

joelapompe
Activity Score 3857
LittleJoe's picture

Why is a skiing bear real life?

LittleJoe
Activity Score 345
Graphic Designer at Torino
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