Agency Network: 
March 2008


Print advertisement created by Santa Clara, Brazil for Fila, within the category: Fashion.

Advertising Agency: Santa Clara, Sao Paulo, Brazil
Creative Director: Santa Clara
Art Director: Vico Benevides
Copywriter: Andre Godoi
Illustrator: Colletivo / Santinha
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FlyingDogs's picture

This may be Brazillian, colourful and fresh, but the basic platform just isn't doing it for me.

Activity Score 968
arstewar's picture

nice art

Activity Score 232
Art Director
WilhelmR's picture

hhm.. is that

"i'll give you the candy, but you gotta exercise first"


"Go get the candy! but with your fila shoes"

The message is not clear, but it's pretty :P

Activity Score 84
Inverted's picture


"Get of your fat frikkin' ass and exercise!" (but do it with Fila shoes)

Activity Score 193
but_why's picture

The most attractive thing in these ads are the sweets.

Activity Score 280
back2b's picture

Yeah, same old story...

first they give you candy and then your bum hurts...

Activity Score 191
Crisp One's picture

so.......don't teach your kids nutrition, but them shoes?

Crisp One
Activity Score 2005
Other at New York
obladioblada's picture


Activity Score 256
Bundy Agency's picture

The tag line changes from the first to the last one.
run son run.
vico, andre is gonna spank you so hard

Bundy Agency
Activity Score 597
Art Director
Jet Propulsion Lab's picture

I don't think it's saying "get off your fat ass and exercise" or anything like that literally. Matter of fact, exercising has nothing to do with it.
It's telling you to run for your lives before it's too late, meaning, run away from all those sweet evil things before they can catch up with you and eventually inducing sugary DEATH!!! Do not succumb to evil temptations, is the message here, I think.
That's why there's that little emergency exit type of graphic at the end.

Sure, it's an ad for a running shoe, so exercise is already implied. But here, the message is just a little wider than that. Also, a fun double meaning on the word "run."

Jet Propulsion Lab
Activity Score 10679
G.J.'s picture

Nice selling Jet - i tot so too. Obesity, unhealthy diet and lack of exercise among children are of concern these days.

No matter wat u do,
33% of the people will love it,
33% of the people will hate it,
And rest won't give a #@%#.

Activity Score 149
Copywriter |

No matter wat you do,
33% of the people will love it,
33% of the people will hate it,
And the rest won't give a fcuk.

sold's picture

people, you have to know: the target IS NOT KIDS.
is the mothers and fathers with kids age 2-3 to 12-13.

so, please, agree: is more easy make your son run (make exercises) than make him forget candies and chocolate that can make him fat...

it's like: "Fathers and Mothers, since you will not win the 'war' against candies and chocolate, make your son starts to exercise, run for example! In that case, we offer you Fila shoes for kids"

as a father, i got it perfectly.

my son love candies and i can't talk with him about fat cells and nutrition (only 5 years old, he can't understand!), but at least i put him on exercises, i choose Capoeira (type of brazilian fight) and swimming classes... now i start to think invite my son to run with me twice in a week.

Activity Score 3379