Thursday, February 09, 2012

Brazilian Art Directors are out of their fucking minds.

(click, via)
They're absolutely insane. Just look at these ads for Companhia Athletica, a chain of gyms. The concept—"what they see is what you are"—is fine for a gym. But, what the fuck are those visuals? Unidentifiable things with unreadable type. That flexed arm reads "macho", btw.
Pushing the envelope is good, but you guys are filling the envelope with heroin, and snorting it with your eyeballs. Tell me it's heroin. Is it heroin?
Ad agency: DM9.
Previous senseless examples of Brazilian art direction here, here, and here.


Anonymous BrooklynBrett said...

Something about laying white type over a photograph and putting a logo in a corner 100 times in a row makes you want to do crazy shit like this just once.

11:28 AM  
Anonymous Anonymous said...

It says "chicken" inside of the macho arm... Who has chicken in their arms?

11:48 AM  
Blogger sarahvarda said...

and another one says Jerk. Obviously some jerk chicken loving is going on here.

11:57 AM  
Anonymous Anonymous said...

We need to be told expressly that a man is hot or macho but we need not be told anything at all about the outside of a woman, apparently.

1:30 PM  
Blogger Tom Megginson said...

Is someone ordering jerk chicken?

I'll have mine with rice and peas...

2:54 PM  
Blogger Tom Megginson said...

Anon 1:30: The woman's ass says "sexy" outside and "boring" inside. It's superficial, but no more so than the "hot/jerk" male pecs.

3:18 PM  
Anonymous Anonymous said...

Thanks, Tom. I didn't see it.

I got too hung up on trying to figure out if that was a torso on the right cheek.

3:36 PM  
Anonymous Anonymous said...

You guys obviously aren't graffiti enthusiasts. The words are pretty easy to see. The concept, however, not so much.

4:32 PM  
Anonymous Viktor Shutdafockov said...

I like the idea, and the illustration style as well. But it lacks the attention to details. A little more legibility wouldn't hurt.

8:20 AM  
Anonymous Jeff said...

This is driving me fucking nuts. My brain just shut down trying to comprehend these. And that one says 'MACIO' ... I don't care what anyone says.

10:58 AM  
Anonymous David N Phelps said...

I think they're pretty good, love the illustration and the type is pretty cool. The 'honesty' they convey about gym enthusiasts, however, is simply confirming the stereotype in the minds of non gym enthusiasts, no?

5:49 AM  

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