Treadmill

Campaign
Agency Network: 
Published/Aired: 
June 2010
LAV:  Treadmill
LAV Print Ad -  Treadmill

Also From This Campaign 2

Description

Print advertisement created by cOOkies, Italy for LAV, within the category: Public Interest, NGO.

Caption

More than 50.000 dogs are getting ready to be abandoned.

Advertising Agency: cOOkies adv, Milan, Italy
Creative Directors: Francesca Mudanò, Alba Ronchi
Art Director: Andrea Di Castri
Copywriter: Massimo Guastini
Photographer: FM Photographers
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Highest Rated

mdb1974's picture

Great art, solid message. Like.

mdb1974
Activity Score 411
Art Director
CuriousPencil's picture

Absolutely heartbreaking, and beautifully done. I've been waiting a long time to see this sector treated properly, and you're hitting it absolutely spot on. Perfect, just perfect.

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

Wow Gerry, I've never seen you this generous. Is this one of your softer days? Or are you just taking the Mickey out of all of us...?

LeeHarvey
Activity Score 3045
Creative Director
CuriousPencil's picture

Absolutely serious LeeH, I love this. Maybe my animal-loving side is coming to the fore, and I guess that's what the ad's intention was, but I really felt properly punched in the face with this one. An instant hit like that's rare for me to feel, so I thought a 10 was in order.

CuriousPencil
Activity Score 4225
Copywriter
AdBuzzer's picture

Eye-catching visual. But what is the message?? - The copy says nothing clear (why 50 000 and not 75 000??) and lacks a call to action.

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

CuriousPencil's picture

Yes, yes and yes. There will be an emotional tide of people left washed on the shore of their own open wallets, you're absolutely right. Agency? Can you fix this NOW?

CuriousPencil
Activity Score 4225
Copywriter
mdb1974's picture

Great art, solid message. Like.

mdb1974
Activity Score 411
Art Director
Filipello Manuela's picture

La linea della carreggiata sul tapis roulant rovina tutto.
Che bisogno c'era di metterla ragazzi?
Peccato, occasione persa.
(E poi siamo proprio sicuri che sia uscita? Mah).

The road line on the tapis roulant ruins the idea. Next.

Filipello Manuela
Activity Score 235
CuriousPencil's picture

I'll be very gentle. The road line makes it a road. Makes it a homeless dog. Makes it work. Otherwise it's a dog on a treadmill. Which is a dog exercising.

Next.

CuriousPencil
Activity Score 4225
Copywriter
Filipello Manuela's picture

Yes, it's a domestic dog exercising and preparing itself to be homeless.

You haven't understood the idea. That's why you like it. And stop smoking please.

(Smetti di fumare grazie).

Filipello Manuela
Activity Score 235
CuriousPencil's picture

"I haven't understood the idea" and "please stop smoking."

Daddy?

CuriousPencil
Activity Score 4225
Copywriter
writersblog's picture

First impression I had was a lazy dog pet owner leaving dog unattended on a treadmill.
Road line or not, it's still a dog exercising indoors to me, on a treadmill.
Seen it a lot. Type in 'dog treadmill' in Google. Or...
http://www.youtube.com/watch?v=-4CtNhl1lFg

writersblog
Activity Score 551
Copywriter
CuriousPencil's picture

Blank out the surroundings for a second. See a dog alone, walking down the road, homelessly. Let the connotations of homelessness seep in. Now look at it again.

CuriousPencil
Activity Score 4225
Copywriter
kttb's picture

sì, Manuela, è uscita. Togli pure il mah.
Per il resto sei ovviamente libera di dare tutti i pareri e i consigli che vuoi :)
Ciao
massimo guastini

This ad is not a "fake".

kttb
Activity Score 6
Creative Director at cOOKiesadv
everartz's picture

that shadow on the wall was unneeded and the entire scene looks saturated with black intensity!
but still the idea and the thought is solid thou..

everartz
Activity Score 7613
Art Director |

| everartz |

CuriousPencil's picture

Disagree. It's a dark subject, and I think the lighting is entirely suitable.

CuriousPencil
Activity Score 4225
Copywriter
Janae's picture

the composition could be better. he is not going in the future (right side), he is actually going backwards, to the past.
it would be also more impressive, if he is running and not walking kinda slow.

Janae
Activity Score 385
CuriousPencil's picture

A dog with nowhere to go rarely runs, unless it's fleeing danger or chasing prey. And I'm pretty sure they kept the dog in the middle precisely because some countries drive on the left, some on the right, so the imagery could be used everywhere.

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

So nice to see you fight for your favorite ad. I'll give YOU ten stars for your determination, Gerry.

LeeHarvey
Activity Score 3045
Creative Director
jackblack's picture

Bad.

jackblack
Activity Score 2363
Art Director
Klidesign's picture

me not like

Klidesign
Activity Score 209
Graphic Designer
RG's picture

Stop photoshop now!

RG
Activity Score 184
Copywriter |

RG

heritage85's picture

Couldn't agree more with you, RG.

heritage85
Activity Score 180
Creative Director
the_lizard_king's picture

B E A Utiful... I love the ad and it is extremely well shown. I seriously am in love with the concept. Superb Work!!!

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Nude Copy's picture

death of artist...thats wat happens wen u create an ad..the viewer is free 2 intrepret his way...curious pencil and filipello manuela interpreted 2 diff ways

Nude Copy
Activity Score 1054
Copywriter at India
Richard Finch's picture

I can't believe how many bad reviews this is getting...it's good going on great.
The art direction might not be excellent, but it does it's job well.

Heads out of asses, please.

Richard Finch
Activity Score 201
Graphic Designer
Glut's picture

Great. Extremely clear.

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
luispiter's picture

jajaj its baaaadddd

luispiter
Activity Score 2756
comunication
kleenex's picture

I am not 100% liking the concept. Nice photshop job, buuuuuuuuuuuuuuuuuuuuttttttt........

I am not feeling like other posters.

kleenex
Activity Score 58791
Web Designer/Developer
Sooty's picture

Sorry, this one is a bit too convoluted for me.

Sooty
Activity Score 38
Copywriter
shahidali's picture

Too good and too bad. Too good is the parallelism, its classic. And as the problem with the classics, not everybody enjoys Hamlet or Odyssey. From a connoisseur's point of view, its a champion, from the communication point of view, it has challenge to overcome.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

raw tuna's picture

Brilliant!

raw tuna
Activity Score 837
General Manager
lalmadv's picture

That's a real concept, smartly thought and well executed. I don't like position - seems too close the LAV logo - and font of the headline only, that is too rounded. I'd prefer a more aseptic one, not only becouse the message is dramatic, but also becouse of the image processing (dark and sad). By the way, that's a great ad from a great team. Congrats.

lalmadv
Activity Score 78
Copywriter
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