They're working on the pun "it's in your bones", possibly? Or perhaps another idiom that I'm not familiar with. Either way it's very "huh?"

Agency website: http://www.neogamabbh.com.br

Link to larger image 1

Link to larger image 2
Link to larger image 3

Client/Product: ESPN
Advertising Agency (Name, City, Country): Neogama/BBH, São Paulo, Brazil

Title: Bones
Executive Creative Director: Alexandre Gama

Creative Directors: Márcio Ribas, Wilson Mateos

Art Director: Daniel Prado

Copywriter: Patricia Leme

Photographer: Paulo Vainer

Illustrators: Roberto Jun, Bruno Mazzilli

Digital Retouch: Alexandre Calvin, Daniel Leão

Other Credits: Artist: Marco Di Giorgio

Commercials: 
Country: 

Comments (10)

  • Neo's picture
    Neo

    Looks like high time that I state, for the record, despite the similarity of Neo and Neogama, I have nothing to do with this ad agency.

    Aug 06, 2008
  • purplesimon's picture
    purplesimon

    I'm just posting this comment as I'm on 666 brownie points and that can't be good! :)

    Aug 06, 2008
  • Dabitch's picture
    Dabitch

    Hahahahaha!

    You actually have an extra 2k points for kudos - but the points database is acting quirky after a security upgrade. See users by brownie points. Kudos motivation: "Extra points added for being an ad-obsessed adeater even in the heat of July."

    Aug 06, 2008
  • purplesimon's picture
    purplesimon

    Phew, I thought I'd been sent to Hell and was rushing to the mirror to check my head for the dreaded numbers!

    Aug 06, 2008
  • RLDavies's picture
    RLDavies

    The posters say EXPN, not S. Unless they spell S differently in Brazil.

    A very early scroll of Revelation was recently found, showing that the actual original Number of the Beast is 616. So you're well past curse stage, Simon.

    Several years ago, a Russian bus company changed its route 666 because of complaints about the number. They changed it to 616. Oh dear.

    The major road A666 runs about a mile from my house.

    Aug 07, 2008
  • Dabitch's picture
    Dabitch

    I think that's part of the visual pun, eXtreme sports at ESPN...

    I was never irrationally scared of numbers by my vehicles always have 544 in their registration digits. What does this mean?

    Aug 07, 2008
  • Dabitch's picture
    Dabitch

    *boum-tschkt!* Don't forget to tip your waiter. I should give out brownie points for puns.

    Aug 07, 2008
  • purplesimon's picture
    purplesimon

    Don't tempt me into making puns, I could lose my life to that! :)

    Not that I particularly like puns (visual or copy); I do like clever word-play where necessary, but if I see another ad for something environmental that says, " won't cost the earth." I'll probably go on a killing spree.

    Aug 07, 2008
  • Allan1's picture
    Allan1

    I attended a Gaming Convention some time ago, and I was 10th in an adventure type game, that was all puns, and based on your ability to make up new puns. (One setup was: He was quietly cooking the bottoms of men's shoes, using a 2-pronged fork. 'Can you give me that fork so I can use it to open the door here?', she asked. "No," he replied, "These are the tines that fry men's soles").

    At that same convention, my badge number was "666". I came in third in the finals for the "Nuclear War"** tournament, where everybody was annililated (I just survived long enough to set off enough missiles to annililate one other finalist - after my 'demise', then he survived long enough to set off missiles to kill off the final remaining player).

    ** A card/spinner game, with missiles, warheads, bombers, and super germs.

    Aug 17, 2008

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.