MIDDLE EAST
“MAN” AND “WOMAN” IDEA: Al Marai’s Trim hails itself as a “Fat
Client: Trim Breaker”. Liposuction in a carton—if that’s
Agency: Leo Burnett Jeddah not too disgusting an image. So these ads of a
Art director: Zorzi Hoyek chubby man and woman sucking on a straw—
Photographers: Roger Moukarzel, Steve and therefore reducing their ruddy cheeks to a
Kozman more socially acceptable size—kind of work.
Illustrators/retouchers: Mark Calina,
Julien Lions
“FAR EASTERN” IDEA: Seriously? We can’t think “BANANA SPLIT” IDEA: Grey’s new campaign for Fairy,
Client: Royal Orchid of anything that sums up the Client: Fairy according to the agency blurb,
Agency: IKON Advertising & Asian dining experience better Agency: Grey Beirut “communicates very functional
Marketing, Dubai than chopsticks and a bowl? Creative director: Greg Majdalani product benefits in a new context
Creative director/art director: Nitin Itkyal Disappointing. Even with the Senior art director: Michel Dani that implies the benefits’ superiority
Copywriter: Samson D’Souza ‘innovative’ Fu Manchu-moustache Account director: Houssam El Khazen rather than explicitly featuring them”.
Executive creative director: execution. Photographer: Charles Cremona The ads, says the agency, reinforce
Shantesh Row “Fairy’s superiority on grease and
Designer: Pramod Gaikwad mileage. No need to compromise on
the usage of your plates anymore, you
can now indulge yourself and dirty as
many plates [as] you want”.
10 MAY 2009 / 25
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