Breathe deeply again, 1

Agency Network: 
April 2010
Rinogutt:  Breathe deeply again, 1


Print advertisement created by Saatchi & Saatchi, Italy for Rinogutt, within the category: Pharmaceutical.

Advertising Agency: Saatchi&Saatchi, Milan, Italy
Creative Directors: Agostino Toscana, Alessandro Orlandi, Sandro Esposti
Deputy Creative Directors: Luca Pannese, Luca Lorenzini
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Photographer: Riccardo Bagnoli
Post production: Artout
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Highest Rated

whatthefudge's picture

I can't believe it... I've just survived an air plane turbine and a gigantic ship propeller crashing down on my head, and now somebody throws a frickin' church bell right in my face? Why?

Activity Score 1262
davitma's picture

could not really get what is the idea behind this?

Activity Score 32
rawaa's picture

i really dont get it!

Activity Score 35
Copywriter at TBWA/RAAD
crashandburn's picture

in my opinion, this is some kind of medicine to help us breathing or something. in this picture, it tells that because this guy could breathe easily again, he could even got the bell from the house (that little one in the left) while he breathes. the other picture shows that he also got, idk, the machine maybe from the plane & the ship. well, thats all i could catch :/

Activity Score 55
NIke's picture

It's a nasal spray.

Activity Score 61
esteb's picture

How does a bell smell?
Don't get.

Activity Score 667
alvinivanicko's picture

I do not get it. scammmm

Activity Score 253
Graphic Designer
NIke's picture

They're talking about "breathe". Why are you talking about "smell"?

Activity Score 61
esteb's picture

Because, differently from you, we haven't done it.

Activity Score 667
Enzogol's picture

I don´t get it. It´s just art direction without direction.

Activity Score 12
Producer/Director at SDP Productions
premc's picture

coool stuff!! 8/10

Activity Score 917
Graphic Designer at Web Designer/Graphic Designer |


whatthefudge's picture

I can't believe it... I've just survived an air plane turbine and a gigantic ship propeller crashing down on my head, and now somebody throws a frickin' church bell right in my face? Why?

Activity Score 1262
Blashyrkh's picture

This one fails after seeing a propeller and a turbine. The bell has no relation with breathing.

Activity Score 32866
Art Director
Itsmrme's picture

The shadow on the product is all wrong. Why smell bells? Why not the things you long to smell, things you can eat, followers being delivered etc.

Activity Score 126
Art Director at Chicago Portfolio School
Don Rapper's picture

Rinogutt comes with the suit, i guess. The guy wears suit on the 3 ads.

Besides, i think that if you breathe, and a giant bell comes right at your head, it would tear it apart right away.

I know its called "advertising", but come on, theres gotta be common sense too.

Don Rapper
Activity Score 221
Mickrock's picture

You don't get it????
The gentleman can breathe so well after using the product that the suction caused by his deep nasal intake sucked the bell right off the church.
This is advertising and yes... it is fantasy. Read the copy... there's the clue.
Not much of advertising is based on reality. That's kinda the point.
Advertising would have died a long time ago if ya can't tell fibs.

Watch 'the Invention of Lying' with Ricky Gervais.

Activity Score 51
Art Director at MegaCorp.
Don Rapper's picture

I do get it. Its easy to understand. but i think its WAY over the top. I just dont like it but its just my opinion

Don Rapper
Activity Score 221
AssassinX's picture

I simply dont like all these 3.

I specially dont understand this one, is it an Italian metaphor or something?

Activity Score 1295
artbum's picture

brilliant. Don't understand these? Really? He's breathing so deeply that he inhaled the bell from that church in the distance, the jet engine from that jet in the sky, and the propeller from that ship in the water, far, f a r , a - w a y.

these are great.

Activity Score 69
Art Director at
artbum's picture

ok, maybe the confusion came from the two objects that seem to have something to do with air; the propeller and the jet engine. So, you guys thought it was some kind of metaphor for intense breathing, but they're not. In that case, all three should've been objects like the bell which have absolutely nothing to do with air. This way, it only says he is breathing so deeply that he's inhaling heavy shit from really far away.

they're still freaking great.

Activity Score 69
Art Director at
Guest's picture

I get the idea but it really took me awhile to understand it, but once you do its a really nice concept. Maybe you might have to enforce it a bit better, aesthetic and many other design elements are visible and its a really nice ad to look at so good job but really try and push that concept some how. (Its a nasal spray ad and once he takes it, its so strong that be pull stuff towards him when he breathes in, hence the connection with the item and the background.)

janeliza's picture

Take a moment to get it, and it made me to separate between breathe and smell.

Activity Score 39
Burapha University
michelangelo's picture

salvador dali will like this

Activity Score 656
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