MIDDLE EAST
MENA CRISTAL SHOWCASE
“DOLL” “BENJAMIN”
Agency: Leo Burnett, UAE Agency: Impact BBDO, Lebanon
Client: Golden Fist Karate Club Client: BankMed
It could be argued that the main responsibility of an ad is to let people know that something This ad is a thought provoker. For some, the dominant thought will be, “Who’s the bald
exists—and discovering there’s a place called Golden Fist, which teaches kids karate, is a joy in guy and why has he been Photoshopped onto someone’s body?” Others will recognise
itself. But how do you sell such a concept? Play it safe and emphasise the inner piece bestowed the bald guy as Ben Franklin, the olden-days US statesman whose image graces the $100
by this ancient Oriental art? Point to the fact that it’s a dangerous world out there and kids bill. And then they will see the tagline—“Make your money work for you”—and laugh.
need all the protection they can get? No—you have the kid’s doll hiding, in wide-eyed terror, Maybe. It’s one of those ads that leave you conflicted, and because of that stay with you;
behind the bed. It’s indelicate, straight to the point and funny as all hell. Brilliant. which is a good thing for the ad, perhaps, but maybe not the brand.
“BOTTLE CAPS” “DELIVERY MAN”
Agency: JWT, Dubai Agency: FP7, Doha
Client: Emirates Environmental Group Client: UPS
On the scale of amusing subjects, ecological disaster ranks pretty low. Impressively (and Last time an image like this swam before our eyes, we were listening to Jefferson
bravely), this ad tackles the issue in a way that is both witty and surprising. A good joke has Airplane’s “White Rabbit” while contemplating the meaning of goats. That particular
at its heart defeated expectation, and this visual gag—via a subtle trick of the eye, making us ontological question, by the way, doesn’t hold a candle to the one raised by this ad—
linger a moment before things come into focus—gets it just right. There’s also an attention namely: What? “Any place you can imagine,” goes the tagline, unhelpfully. And then,
to comic detail—the sprig of parsley is a masterstroke. But the ad wouldn’t be effective if it after about three hours, you see him: the little UPS delivery guy. This company won’t
were just funny—there is an ugly truth at the centre of all this, and the ad, ultimately, leaves only go to the ends of the Earth to deliver your package—hell, FedEx will do that—but
a very bad taste in your mouth. into another dimension. Deep. We like it.
14 / 25 JANUARY 2009
www.mediaweekme.com
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