“Nahla is in each one of you” launching campaign
By Admin I : We’re basically in front of a campaign that we decided to ditch earlier and classify within the range of the campaigns “we don’t do” simply because attacking such a cheap approach can be nonsense, almost like arguing over the new “Al jamal nader wa saab” billboards!
But after the big budget spent on those outdoors filling the streets and the buzz created on social media platforms, covering Nahla became a must.
When first seeing the teasers, we kinda hoped for something interesting to show up, especially that they used pop inspired female portraits, a bit “a la rana salam” and also bringing back last year’s brand protection group’s campaign into memories; but then visuals came random. some having pop women while others showcased cheap stock imagery and a modern almost cliche typeface choice with some flagrant words like “taybe – delicious”, “betsalleh – entertaining” etc..
the campaign only lacked the product reveal, and here we go: It’s a gum! big deal! whether a gum or a beer or a stick of butter, attributing vulgar street slangs used to describe women as cheap objects to an ad is not by any means acceptable! why are we linking women to gum, and why even using such a low class of copywriting that will stick a bad reputation to the already failing brand design!?
Sorry for exposing you to this latest advertising catastrophe, but it’s high time for people to be aware of their socio-cultural role and start questioning the limits brands and consumerism behaviors should never cross!
“Nahla is in each one of you” we hope that’s not very true! (yey, it rhymes!)
(Youtube links for the two ads with an egyptian slang voice over)
Clorets goes social media
By Admin R : It is weird how recently gum ads are flooding the streets and Tvs with hugely designed campaigns, especially that the product itself is considered mainstream, which adds to the exposure of those campaigns that could easily become cheesy and overdone.
Many gum ads are worth featuring especially the Trident outdoors, that will be reviewed in an upcoming post, focusing currently on the unexpected TV commercials for “Clorets” : Socialize!
Well, Clorets did make its way to the mass by its brilliant social media concept for it’s new TV commercial, that still deals with that “eternal gum USP : “the fresh breath” but with a new approach driving people to socialize; The very well art directed commercial features teenagers stuck in their facebook/twitter yet social killer medium, afraid to face the world with a dreadful breath.
When you first watch it, you get attracted by the visual approach, yet you still wonder about the product until you reach the final scene, the revealer, which tells everything, and breaks the rhythm (mainly breaks the creative flow) and ends as most of the gum ads do. kudos to the copywriting and the execution, besides everything has already been done anyway, right?!