By Admin I : Here we go again, Alfa and a new campaign launching the U-chat service this time with a TVC (client got suddenly generous) and outdoors all falling under the concept of “Daye’ bala khat”. And let me tell you, anything coming after their latest Blackberry offers campaign can easily impress, but the U-chat approach came very interesting, very real with just the right amount of creative humor.
Stereotypical? yes. exaggerating Lebanese social behaviors? yes. But all came together in one interesting blend of a well thought of concept, natural smooth copywriting and a well art directed TV commercial. And this is a lesson to learn from, for all agencies trying to impress using a satirical humorous approach without knowing that it’s the ultimate hardest tool! Falling into the cliche, the vulgar and the forced irony can easily be the destiny of any approach if not studied enough; the advertising team here managed to keep all elements balanced, using a simple “daye’/lost” wordplay, and the best cast ever (poor lead actor, look man if they didn’t pay well you go sue them, you’re like super famous now!)
Being an obnoxious blogger, (I know you’ll keep reading, you’re here for the drama aren’t you?) I would’ve personally suggested another use of stereotype. An insecure obese teenager is probably fun, but having his mother adding to his already awkward lifestyle is somehow expected, while using a cool laid back “jagal” teenager would’ve added a dose of real embarrassment, and drove the target audience to a more drastic response, therefore, pushing them to act and buy the U-chat line. Dear Leos, I know you brainstormed and thought of it, and I know we can find cons in any proposed concept, but in the end the outcome came super impressive, reaching the ultimate goal and speaking to the audience on a solid ground of concept, without undermining its sense of wit.
Oh oh and by the way, I know Alfa like all brands has restrictions on the use of its identity, but guys, your red logo on the rounded square white solid is just killing your visuals, the outdoors look horribly unbalanced with too much distraction, lose it, just lose it; your logo is recognizable enough without it.