Ali Café – Pants Down
By Admin I: I guess it’s high time for something interesting, something new, something we made just for you! (we made nothing but this sucky rhyming cheerleading sentence actually). So Ali Cafe decided to jump on the retro bandwagon, following the ‘trend’, with a funny approach giving the brand a point of difference. (I really like starting a sentence with ‘in 2012′) So in 2012, there’s no more room for that coffee that makes you wake up next to a sexy wife, give her a kiss, looking fresh with a wide hollywood smile after tasting the enchanting morning drink, no! In 2012 (again), advertising is becoming a ‘yes’ or ’no’, either it works, or not, and the new regional campaign for Ali Cafe by ‘Livingroom’ Dubai did really depict a very interesting approach to a classical product.
Manipulating a scientific fact related to smell, those guys tailor-made an entertaining twist, with a vintage art direction that went on solid grounds from the video direction to wardrobe, typography, background music even reaching the irritating voice over. (Ending excluded, cheesy indeed!)
Everything looks perfected and well thought of!
‘Pants Down’ might be silly, but it’s the fun amount of silliness blended with a super smart marketing strategy pushing everyone to change a habitual consumerist behavior and go for the more fun daring coffee brand facing the boring classical competitors.
Very well done you crazy set of falling trousers lovers!
Project Pants down
Client Ali Café
Creative agency Livingroom, Dubai
Creative directors Martino O’ Brien, Mansoor A. Bhatti
Art directors Carlos Khoury, Mansoor A. Bhatti
Copywriters Martino O’Brien, Wissam Smaira, Ahmed al Masri
Brand guardians Danny Oneissi, Fadi Nakhle, Arthur Chin
Production company The Talkies
Director Wissam Smaira
DOP Pierre Mouarkesh
Producer Sabine Farah
Music composer Harry Hadeshian
Exposure TV, online