Shammas by Clementine: How different could it be?!
By Admin H : Mosquitoes: one of the things I never appreciated until, just until, I saw the new Shammas ad. That flow of creativity featuring once again the stereotypical “Ashrafieh tantes” have bothered me more than an annoying mosquito buzzing near my ear on a Sunday morning! And how about that horrible fake scar on the guys forehead!? Well I certainly do appreciate mosquito bites more than such having such a mark.
Dear Clementine, after trying so hard to defend you, and torturing myself so many times trying to find the “thing” in your ad, I must say that I couldn’t even appreciate the set or the direction this time, and your copywriting killed me! Maybe we should go back to the basics and just remind you of something called USP (yes, Advertising 101), saying something positive about your brand, not displaying its inconvenience nor its negative attributes, highlighting it and then ask people to pay for all those cons! Your ad hurts so much that I’d choose the “others”.
And as if the pain wasn’t enough, this ad turned out to be part of a campaign. Can it be called a campaign?! Well with Clementine everything is possible. You might think that campaigns should have a unique USP, a common point or message, but it’s not the case here; back at university they used to say it’s the same concept under many visuals, each with a direction but remaining harmonious. But duhhh, can’t you see the similarity between “اريح تقسيط بالكون” and “شفّاف ما بينشاف” (Gawd rhyming slogans are so 90s!). And yes it is the same approach for the same target audience but done once with an overused stereotype and once with an overacting cast.. Boumali, where are you guys?!