Here at the eCool Compound (which, lately, has been flitting through space and time) we always dig the ad campaigns mounted by Meltin’ Pot. Last year we showed you their “I Have a Dream” campaign designed by ad guru Armando Testa. This year, they’ve put Testa to work again and he’s designed three ads seemingly meant to assure us that the comfort and hot looks of Meltin’ Pot jeans can help solve some of the crises currently afflicting our world.
These ads are hanging all over Rome and they’re a bit difficult to work out as you whizz by on the bus or the tram (that’s probably one of the reasons we like them so much). Above, in an a version labeled “001 Step to a Wonderful Economy,” a jeans-clad and crew-cut model is caressed by a couple of financiers sporting bustiers. They’ve tucked cash into his waistband and they carry briefcases full of $100 dollar bills while other pig-headed bankers throw money to the wind against the backdrop of a multinational bank.
The economic crisis isn’t the only issue that Armando Testa and Meltin’ Pot take on, however. In the ad shown above, “001 Step to Prodigious Healthcare,” the same model sports stylish jeans and strides through a super-clean station towards a bullet train. He holds a stethoscope in one hand and approaches a trio of scantily-clad nurses eager to assist him in the healthcare tasks that await him.
The bluejean-ed doctor above must be pleased enough with his healthcare system, but he might be a bit jealous of his hoodie-wearing colleague (below) who’s found a job sure to keep him busy for a long time – deliving pizza to a building full of underwear models in “001 Step to an Exciting Job.”
We understand from all this that Meltin’ Pot and Armando Testa have a thing or two to say about the state in which the world finds itself. Even more, however, we understand that all our economic problems can be solved if we simply slip on a pair of Meltin’ Pot jeans, so we’re headed out the door and the down the Via del Corso to buy some right now.
Images published by Ads of the World.
Advertising Agency: Armando Testa, Turin, Italy
Executive Creative Director: Michele Mariani
Creative Director: Luca Cortesini
Art Director: Luca Cortesini, Laura Sironi
Copywriter: Maria Meioli
Photographer: Dimitri Daniloff
Published: September 2009
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