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Trident gum and a creative flow

March 28, 2012
Advertising
4 Comments

Photo credit: beirutdriveby.com

Trident gum and a creative flow

By Admin I :   We’re finally reviewing one local campaign that captured our attention since a long time but didn’t have the chance to blog about it for many reasons (it’s one reason actually, we didn’t have a blog!) It’s Trident with a series of successful campaigns, for two approaches: “Longer than forever” for Trident everlasting, and “The flavor you can’t get rid of” for the other Tridents, mainly the ones without the pretentious impractical black package.

The flow started with 3 visuals falling under “Longer than forever” addressing a young hip generation, with one of all time copywriting hit approaches: “A boyfriend playing video games, girlfriend getting ready and of course Med school!” The result came fresh and dynamic and very very smart.

Under the same concept, and also based on copywriting, another approach was launched, this time even smarter but with a minor malfunction: “Type was too small to be read on streets, and maybe too smart for the mass” talking life narratives from birth to senior years to illustrate an endless time, but again, Trident proved successful!

“The flavor your can’t get rid of” was based on a fun colorful visual approach with a clean art direction, easy to decode and very interactive with the use of a giant fruit’s mascot sticking to the human figure and getting engaged in every activity. The approach came out to be a hit and had several seasonal releases, even though the use of a mascot came a bit repetitive with another local brand using it simultaneously (Tanmia Chicken by Grey Beirut).

The new campaign for Trident coated gum always by Leoburnett Beirut, was not by any means less successful especially with the coating/winter coat association, just the right amount of fun poured onto this interesting advertising journey. This season’s campaign was complemented with a controversial radio ad, causing a positive buzz between the fun and the obnoxious which is in its essence the main concept of it: A flavor you can’t get rid of!

Great job!!

Photo credit: beirutdriveby.com

“Nahla is in each one of you” launching campaign

February 4, 2012
Advertising, Design
14 Comments

“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!)

Clorets goes social media

November 25, 2011
Advertising, Media
9 Comments

(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?!

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