MIDDLE EAST
MENA CRISTAL SHOWCASE
“THICK”
Agency: FP7, Doha
Client: Heinz
A smart and—we’re guessing—low-budget take on the done-to-death spiel about how
thick Heinz ketchup is. While we’re not sure how great a selling point it is to suggest that
your condiment is almost impossible to pour out of its bottle, Heinz obviously believes
that it’s a point worth stressing. So kudos to the agency for providing the client with what
they want, while producing an ad that stands out from the crowd—if only because shards
of glass and a viscous red substance aren’t what you expect to see in ads for a family-
oriented food product.
“SIDEWALK”
Agency: Leo Burnett, Dubai
Client: Du
PSAs are notoriously difficult terrain. Earnestness and sanctimony are always a risk. But
you can’t be glib, either—there are certain subjects that just don’t lend themselves to irony
or whimsy. This ad, highlighting the perils of driving while using the phone, opts for the
tried-and-tested shock tactic—it doesn’t only go for the jugular, it spatters the contents of
someone’s jugular all over the road. The tagline—“The person you’re trying to reach is no
longer available”—is a little confusing (surely it’s you who’s no longer available), but the
visuals are on-message, compelling and suitably horrible.
“RED” “CLOSET”
Agency: JWT, Dubai Agency: FP7, Doha
Client: Nicola Finetti/Tigerlily Client: Hush Puppies
A magnificently un-PC ad reassuring women that should their loved ones die because Possibly the most macabre execution we’ve ever seen of the idea that Hush Puppies are so
they glimpse the receipt for the red Nicola Finetti dress, they’ll be able to turn up to comfortable you don’t even know you’re wearing them. In other words, they feel like feet.
the funeral looking equally hot in a black version. It certainly makes a change from So when you take them off at night, it’s like taking your feet off. What they’ve—thankful-
reading about how ‘glamorous’, ‘stylish’ or ‘indulgent’ a fashion retailer’s high-end ly—omitted from the ad, then, is someone stumping their bloody way from closet to bed.
offerings are. Gold diggers everywhere presumably put Tigerlily at the top of their Too much thought, and this campaign starts too make you feel a bit queasy. But taken at
‘must-visit’ list. face value, the ads certainly grab your attention.
16 / 25 JANUARY 2009
www.mediaweekme.com
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