I Believe in Advertising shows us that Freddy – makers of sportwear – have been putting together some amazing ad campaigns lately with the help of the 1861 United Agency in Milan (too bad their clothes aren’t as cool as their ads). The recent ads have been done in an aesthetic that might be called “industrial deconstruction” and their latest offerings which declare their sponsorship of the Italian Olympic team are in that vein.
The ad above features Lia Parolari, a member of the gymnastics team. The copy reads, “I move along the fragile border between fear and dream.” The composition of her super-elongated body emphasizes the fragility of her task for its made of precariously stacked cups, bowls, glasses, and plates.
The volleyball version features star player Elenora LoBanco and the copy reads, “This hit will be with me for ever.” The central part of her body is a made of mallets, emphasizing with which she will strike the ball.
Rhythmical Dancer Elisa Santoni. Copy: “Make all my ambitions turn into precision.” Body made of compasses and protractors.
Simone Collio, 100 meter sprinter. Copy: “Let my muscles be up to my dreams.” Body is a race car.
Advertising Agency: 1861 United, Milan, Italy
Creative Directors: Federico Pepe, Stefania Siani
Art Directors: Federico Pepe, Micol Talso
Copywriters: Stefania Siani, Luca Beato
Photographer: Lorenzo Vitturi
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