Agency Network: 
April 2005

Print advertisment created by FCB, Italy for Pronto, within the category: House, Garden.

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

Comments (18)

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Anonymous Author's picture
Anonymous Author
Activity Score 1541

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

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

Guest's picture

almost sexual, be careful

Chelsey Homan's picture
Chelsey Homan
Activity Score 90

Almost sexual is a good thing, no?

Guest's picture


dthlb72's picture
Activity Score 545

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

Guest's picture

Che brutto fotoritocco ragazzi.
Don't like.

Manola fili

tamer samy's picture
tamer samy
Activity Score 681

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

prashantyeware's picture
Activity Score 15


jackmancer2017's picture
Activity Score 6992

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
Activity Score 777

What is Jesus doing here?

CuriousPencil's picture
Activity Score 4225

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
Activity Score 5144

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.

That's it.

jackmancer2017's picture
Activity Score 6992

The copy and the drop make an unintentional Christian cross.

Billoughsby's picture
Activity Score 5144

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

That's it.

Felicitas_Pauker's picture
Activity Score 179

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

scarfinati's picture
Activity Score 843

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

WYK's picture
Activity Score 14

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

vinay pandey's picture
vinay pandey
Activity Score 26

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