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Loch Ness

Agency Network: 
Published/Aired: 
August 2007
Arena:  Loch Ness
Arena Print Ad -  Loch Ness

Description

Print advertisement created by Lowe, Italy for Arena, within the category: Fashion.

Caption

Water instinct.

Advertising Agency: Lowe Pirella Fronzoni, Italy
Creative Directors: Francesco Bozza, Umberto Casagrande
Art Directors: Pietro Lorusso, Anna Lomboni
Copywriters: Andrea Stanich, Gianni Miraglia
Photographer: cromo
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Highest Rated

Kaifa's picture

This is Loch Ness.
Just consider this very famous photo and you'll understand the ad: http://www.chinadaily.com.cn/world/2007-06/01/xin_01060401064127737771...

But maybe some of you are too busy to do a simple search, you gods of creativity!!!!
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Kaifa
Activity Score 136
Copywriter |

"I could have killed 'em all, I could kill you. In town you're the law, out here it's me. Don't push it. Don't push it or I'll give you a war you won't believe."

EGGO's picture

No idea what the product does.

EGGO
Activity Score 354
Other |

You have to hate advertising in order to truly love it.

Pogi5's picture

Italy...

Pogi5
Activity Score 253
Art Director at Vancouver, BC
Rog's picture

Reasonable idea.
Strategy/line misses.

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

wallcore3's picture

i did get it at first, i think it causes more curiosity by looking at it in thumbnail

wallcore3
Activity Score 33
Copywriter at E Torres Publicidad |

we are the champions my friends

Jet Propulsion Lab's picture

That tag line sounds SO familiar!
I actually quite like this ad, BTW. I like the linkage between a swimwear brand and an aquatic life/creature. But the Loch Ness Monster? I don't know about that one.
I do like the thinking and the message here, though. That when you're in the water in their swimsuit, you suddenly feel you're in your natural environment. There's a quality of transformation you can feel.
I'm guessing Arena is a known brand in Italy (like Speedo and Body Glove over here) so that they can afford to be all visual with minimal or no product information. It's an image ad. With the wrong image!
Beautiful art direction, nonetheless. Right or wrong, people WILL remember this visual. No question.

Jet Propulsion Lab
Activity Score 10679
Copywriter
orbeat's picture

Yes, Arena is a very famous brand in Italy. I really like the lochness idea and I agree with JPL that the visual will stay in people's mind. The line could be more original, though.

orbeat
Activity Score 24
Copywriter at HCC
everartz's picture

i think its very easy for any creative to apply for a job in italy due to the quality they offer!
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

Everartz you think? And can you prove it?

Guest
swee2's picture

is it a wall texture at the side?

swee2
Activity Score 12
bangalore
brainzed's picture

I love it.
I don't know why you guys don't…

brainzed
Activity Score 652
Art Director
Saltsea's picture

Because is not related at all with the product. It's only a visual gimmick.

Saltsea
Activity Score 319
Creative Director
BFB's picture

I think it's a great visual. What's behind it??????

BFB
Activity Score 936
Copywriter
Scubadome's picture

Nessy?
Next.

Scubadome
Activity Score 62
ZaboZaboZabo's picture

Nice visual. And so?

ZaboZaboZabo
Activity Score 593
Art Director
Kaifa's picture

This is Loch Ness.
Just consider this very famous photo and you'll understand the ad: http://www.chinadaily.com.cn/world/2007-06/01/xin_01060401064127737771...

But maybe some of you are too busy to do a simple search, you gods of creativity!!!!
----------------------------------------------------------------------------------------------------------------------------------------------------------------

Kaifa
Activity Score 136
Copywriter |

"I could have killed 'em all, I could kill you. In town you're the law, out here it's me. Don't push it. Don't push it or I'll give you a war you won't believe."

MDART's picture

I LOVE IT.

ARENA IS A SPORTWARE SPECIALIZED IN SWIM SUIT AND SWIM EQUIPMENT.
ARENA MAKES YOU A MONSTER, A MYTH.
IT WORKS. AND IT'S A GREAT VISUAL. I THINK IT'S VERY COOL
BRAVI RAGAZZI

MDART
Activity Score 7
art director
Dick Huges's picture

ITALIAN QUALITY STANDARD!

Dick Huges
Activity Score 937
Copywriter
Diego Jarrin's picture

love it

Diego Jarrin
Activity Score 57
Creative Director
pankajadsoftheworld's picture

i loved the idea, i must say, its courageous to promote such kind of ad.
Creative Ad.

pankajadsoftheworld
Activity Score 433
Illustrator
rebelscum's picture

Wow, fucking harsh. All this ire over a fucking picture on the Internetz.

Regardless...strong visual, clever insight. "Our stuff makes you a monster in the water." It's elemental and powerful. Dig it.

"But maybe some of you are too busy to do a simple search, you gods of creativity!!!!"

- If you think people are going to research ads they don't understand because you thouht they were clever...come on man.

Sincerely,

God of Creativity

____________________________________________________________

"I saw a subliminal ad executive once, but only for a second." - The Wright
www.ryanfox.ca

rebelscum
Activity Score 2110
Art Director at Large & IN Charge |

____________________________________________________________

I have thousands of pencils and $1.50 so I'm off to Starbucks

adsthinker's picture

lol i like it, its associated Loch Ness and Arena!

adsthinker
Activity Score 119
student
Kaifa's picture

Clean conscience, Mr god??
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Kaifa
Activity Score 136
Copywriter |

"I could have killed 'em all, I could kill you. In town you're the law, out here it's me. Don't push it. Don't push it or I'll give you a war you won't believe."

creativewannabe's picture

Got it. Loving it!

creativewannabe
Activity Score 81
brc912's picture

Had I seen this ad out of the context of the headline on this site I never would have related it to the Loch Ness Monster. It looks like a person swimming in a lake. Sorry, doesn't work for me.

brc912
Activity Score 105
Graphic Designer
a2o's picture

It can catch ur eye... How it will benefit the brand in the long run...

Ok for a brand which is new in the market but Arena is quite brand (Since 1973) and such campgns can not really help such brands which already has a perticular character known to its customers.

I really want to like this (mainly due to the visual) but just cannot!

a2o
Activity Score 139
Brand Consultancy / Media Mgmt |

---
a2obspl

www.alpha2omega.in

Copy_ranter's picture

Visually beautiful! I like it alot but I still don't understand what the product does.

Copy_ranter
Activity Score 194
Creative Director at FP7/DXB
jingwei's picture

it's nice,

but I didn't get it because I'm not familiar with arena.

jingwei
Activity Score 150
Copywriter at BIAD |

--------------------
come on, push it!!!!

booble's picture

l like it!

booble
Activity Score 89
art director
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