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
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
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.
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PermalinkI'm just posting this comment as I'm on 666 brownie points and that can't be good! :)
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PermalinkHahahahaha!
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."
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PermalinkPhew, I thought I'd been sent to Hell and was rushing to the mirror to check my head for the dreaded numbers!
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PermalinkThe 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.
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PermalinkI 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?
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Permalink544, the number of Dabitch?
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Permalink*boum-tschkt!* Don't forget to tip your waiter. I should give out brownie points for puns.
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PermalinkDon'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, " [brand name] won't cost the earth." I'll probably go on a killing spree.
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PermalinkI 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.
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