Diversion works of art in advertisment

 

The painting "La Cène" from Leonardo da Vinci 

 

 

 

The advertising of Marithe and Francois Girbaud, referring to "The Last Supper" by Leonardo da Vinci.

 

Advertisements for Video Games

 

Mona Lisa

Andy Warhol was quoted as saying: "The art is already advertising. Mona Lisa could be used to support a brand of chocolate, Coca Cola or anything else. "What communication agencies rushed to. Leave to use the most famous portrait in the world for everything and anything. Here are 15 diversions Mona Lisa in advertising with more or less success.

 

 

 

Since the 50 Miss "Mona Lisa" is diverted to sell services:

 

 

 

Détournements

The coffee brand Lavazza has used the famous statue of Romulus and Remus, founders of Rome and the Vinci's Vitruvian Man (already taken by Manpower.)

 

                               

                                     Leonardo da Vinci Vitruvian Man

In 1989, Perrier creates two heads made in the style of Arcimboldo. The Sorcerer and The Teaser is made of an accumulation of lime and yellow.
In 2007, Malibu Caribbean Creation is also inspired by Arcimboldo but with a simplified composition.

 

Ray Ban inspired by Magritte 

 

The Birth of Venus, Botticelli reinvented by Renaissance Hotels

 

Wolswagen à la manière de Magritte et de Dali   

 

The Raft of the Medusa Gericault revisited by a beer brand

when advertisers use icons of art in advertising

                                    Civita Art School: Birth of artists

While some agencies are a specialty of decline in advertising the works of artists, the agency Roman Yes I can, took over the known symbols of two artists to promote the creation of school Civita Art School. Dali and Warhol and his mustache, glasses and wig.

 

Art and advertising: Perrier fine bubbles and pop art of Roy Lichtenstein

 Roy Lichtenstein in the subway? A retrospective of the painter pop? No, a new commercial for Perrier. New posters, new name ("Perrier water" becomes "Perrier fine bubbles") and new packaging. The water does not change. Here's how the new with the old.

 This is a campaign Ogilvy Paris Joseph McDermott inspired paintings by Roy Lichtenstein pop which itself was inspired by the comics of the 60s. 

 

            Perrier sparkling poster, Roy Lichtenstein style, in the subway




   The image Perrier fine bubbles represents a woman's face framed tight, sideways glance, mouth open like a box of comic sentimental. Here the bubble does not express the thought of a love blinded (Oh Jeff I love you too) or abandoned (Maybe he'll Became ill and could'nt leave the studio) as in the paintings of Roy Lichtenstein pop. Bubble said a delighted astonishment consuming Perrier: "This is crazy, a Perrier with bubbles!" The exaggeration of the pleasure of the woman makes the image and ironic uses our complicity.

    Roy Lichtenstein reproduced frame printing dots of bd. In advertising Perrier sparkling, the image is smooth, without frame.

 

 

      Perrier lime (called the Sorcerer) and lemon Perrier (known as the Teaser)
                  Portraits made with lemons in the style of Arcimboldo
                                            Perrier poster, 1989





 
In 1989, advertising Perrier was inspired portraits compounds Mannerist painter Arcimboldo with the Sorcerer and the Teaser.

                                  Andy Warhol Perrier advertisment, 1983

                               Perrier poster by Andy Warhol, 1983


 

In 1983, Andy Warhol silkscreen realized for Perrier. Later, another poster Perrier takes Warhol codes: table divided into boxes with the same image repeatedly with various colors.

                                
                               Perrier-Andy Warhol-inspired

When brands are positioned as a partner of artistic communities.

 

  

The Creation of Adam by Michelangelo revisited by Nokia.

  

The association between art and marketing is rather common. Cultural patronage, sponsorship, brand content (organization of cultural events), an association with artists (product design, commercial architecture, advertising), recovery of works of art in advertising ...

If until now the interest in art was much praised by luxury brands, among others because it allows them to expand their brand universe, strengthen their premium positioning to benefit from the aura of artist or even hit a target elitist (though art meets increasingly popular with the general public), this new form of communication concerns more consumer brands and especially automotive brands or clothing . Brands for which the design is very important and can therefore be well advised to learn from the art.

  

  The Milkmaid: a masterpiece in the fresh since 1973

Nestlé adopts dairy Vermeer to sell desserts. On the packaging, the packaging, there is only supposed to anchor the thumbnail insignificant place in the tradition and quality of the past. Commercials on television are quite successful by telling stories. They depict a young milkmaid who prepares desserts in a world inspired by the era of Dutch painter.

Compare advertising and its original painting by the Flemish painter Johannes Vermeer in the 17th century.

This is the same character, which has been altered and only certain aspects even so minor.

 

Chambourcy chose Vermeer painting to inspire the values ​​of authenticity and tradition.

 In 1971, a product manager Chambourcy proposes to launch a whole milk yogurt in glass jar logged. The segment is unoccupied, the market is dominated by dairy skimmed milk sold in plastic containers or cardboard.

Two years later, this yogurt "old" is launched. Anxious to challenge the consumer values ​​of authenticity and naturalness, the group opted for the brand The Milkmaid. This is an adaptation of the British Milkmaid, brand dating back to 1870, which had failed in the catalog Nestlé in its merger with English Condensed Milk Co in 1905.

Remained to embody the farm of yesteryear. Chambourcy assigns the task to the agency Effivente, whose boss, Philippe Auroir, imagine a table from the outset of the eighteenth century, a pastoral. Legend has it that the Secretary has subsequently designated The Milkmaid Vermeer while leafing a book on creative art. The choice is perfect: the Dairy inspires as much authenticity as maternal warmth. In 1974, the painting comes to life through the magic of television. We see the Dairy shed his milk and take a look crooked to show that "as formerly, Chambourcy takes good whole milk yogurt to prepare good nature." The slogan is fitting with the picture that inspired the brand: "The Milkmaid, a masterpiece of Chambourcy" proclaims the first spot in black and white.

In 1979, the icon appears as the product label. It must embody tradition and know-how. In advertising, the argument switches to the same values ​​of authenticity. A base on which to build will Chambourcy many diversifications. In the early 1990s, The Milkmaid brand has many small. Twenty desserts are offered under its auspices, in glass jars or aluminum. The mark disappears from the small screen, press and remains in view. In parallel, Chambourcy gives way to Nestlé, which becomes the brand fresh.

As products, advertising The Milkmaid take more liberties with the original dogma. It is no longer milk but cook. A revolution which will be adapted to the desire in the countryside: the scent of its preparations or the noise of the whip she fights with talent can change the course of history or suspend the revolutionaries in their tracks. Ultimate transgression: the milk pushes the card know-how to show the scenes in the kitchen, against the foot of the famous "secret grandmother" who dwelleth all family recipe.

 Art in advertising

While pop artists were largely inspired by advertising, advertising regularly inspired art. Classic or contemporary art, first or second degree, advertising uses and away style or image of an artist. 

A simple reproduction of a famous painting or a detail can be used to boast a product or company.