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Pole Vaulting

Campaign
Agency Network: 
Published/Aired: 
December 2011
Athena:  Pole Vaulting
Athena Print Ad -  Pole Vaulting

Also From This Campaign 2

Description

Print advertisement created by Euro RSCG, France for Athena, within the category: Fashion.

Advertising Agency: Euro RSCG 360, France
Advertiser's supervisors: Dominique Seau, Anouk Ribard, Françoise Chauvin
Agency's CEO: Pascal Allard
Agency's Managing Director: Vincent Mayet
Executive Creative Director: Hugues Pinguet
Account supervisors: Vanessa Bernard-Granger, Anne-Flore Seringe
Art Director: Thomas Derouault
Copywriter: Dimitri Hekimian
Art Buyer: Isabelle Baud
Agency Producer: Christophe Demeure
Photographer: Jean-Yves Lemoigne
Retoucher: Asile
Director: Agathe Riedinger
Production Company: Marcassin
Athletes: Renaud Lavillenie, Kevin Mayer, Martial Mbandjock, Romain Barras
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Hadrons's picture

teenager's humor i suppose

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

CuriousPencil's picture

I'm sure the team is delighted to be associated with such a homoerotic campaign - keep hold of those stiff poles, guys, and bring Pride to your country.

On an advertising note: for the vaulter in this image to get 'underworn', he's going to have to aim to fail; hence this brand, inadvertently, is encouraging its team to lower the bar, and other lame similes.

Might be a regional thing, but I think this is a pretty laughable campaign. Looks good though.

[upped from a 2 to a 7, after consideration and a mild scold].

CuriousPencil
Activity Score 4225
Copywriter
kurtomaniac's picture

mr curious...why did u reconsider?

kurtomaniac
Activity Score 18
Copywriter
kurtomaniac's picture

i got it...i just read the french guys comment...

kurtomaniac
Activity Score 18
Copywriter
kurtomaniac's picture

P.S. still waiting for an id...
read comment on ad for reference http://adsoftheworld.com/media/outdoor/the_national_lottery_uk_monster...

kurtomaniac
Activity Score 18
Copywriter
atb2005's picture

I disagree with the previous commenter. Yes, the campaign does seem a little homoerotic. Does he find that off putting? I don't. It doesn't bother me at all.

"hence this brand, inadvertently, is encouraging its team to lower the bar" is a laughable statement.

Though I don't find these images super or genuinely funny, I still prefer them over the traditional underwear images which feature male models, sporting fake bulges. The Epica award was well deserved.

atb2005
Activity Score 13557
CuriousPencil's picture

I've got zero problem with homoerotica, my comment wasn't a stance for or against it, it was a comment about it.

As for the 'lowering the bar', let me explain for you: the previous image, with the runner breaking the tape and winning his underwear, so to speak, is what I would see as the theme for this campaign. In this iteration, the only way the polevaulter is going to get his underwear is if he fails to clear the bar - he has to aim low. Was an observation on a crack in the concept, is all.

Hope that clears it up for you.

CuriousPencil
Activity Score 4225
Copywriter
atb2005's picture

I got what you meant the first time. You are reading too much into it. There are more executions to this campaign, btw. Click on Athena to see the rest. This campaign was previously posted on here. I only didn't like the commercial. I still think the print ads are fine.

atb2005
Activity Score 13557
CuriousPencil's picture

Okay, pedantry aside, having seen the rest of them, there was no 'theme' that the athlete had to aim for the boxers, it was just having them in shot, I take your point about overanalysis; and given the additional info (from Jponino below) about the Olympic stunt, my underscore also. Still a wobbly 7 though.

CuriousPencil
Activity Score 4225
Copywriter
jponino's picture

i'm french, the naked guy is actually a olympic champion who made a buzz by running naked into paris in order to find a sponsorship for the next olympics coming (his popularity was down and no brand wanted to be his sponsor ) , so i think they're saying here that Athena his supporting the olympics champions too, especially the ones naked

jponino
Activity Score 601
Copywriter at ISCOM, copywriter and art director
Allison1221's picture

That makes A LOT more sense after seeing this ad. It took me awhile to get it, but then I saw the sprint ad. Without knowing this information, I wouldn't have enjoyed this ad... But now I think it's quite humorous.

Allison1221
Activity Score 4
jackblack's picture

I don't know whether to laugh or cry. Okay, I'll do both.

jackblack
Activity Score 2362
Art Director
thoughtsnwords's picture

FAIL!

thoughtsnwords
Activity Score 20
Copywriter at Optima Advertising Pvt. Ltd.
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