"Communion Day" by Leo Burnett, Milan
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Sunday sacraments. Relatives with cameras. Distracted youth.
The gray hardware overlayed on the bottom right betrays this print advertisement's age, but it also serves to explain the photo's otherwise subtle composition. Formally dressed for their first Eucharist, the boys in the back row seem almost too well-behaved, their heads bowed in what looks like a gesture of Catholic respect. A second or two of puzzling the scene out, however, tells a more mischievous story. Unfortunately for the front-and-centered young girls, their virginal white dresses lack any pockets to hide their own handhelds.
Though it's implied that the above photo was taken on church steps, it was actually shot at the Pinacoteca di Brera, an art gallery and museum -- one of Italy's largest -- in downtown Milan. We had a chance to speak with Rosemary Collini Bosso, Leo Burnett's art director behind this particular ad, and she explained that the company was attempting to suggest the Nintendo DS as a perfect communion gift, playing on the "devotion" gamers have for their consoles.