MIDDLE EAST
34
CREATIVEWEEK
23 November 2008
GIFT A GLOW:
WORLD GOLD
COUNCIL
Martino O’Brien Radhina Coutinho
Creative director Journalist
AGA ADK
AGENCY VIEW: PUBLIC VIEW:
Our opinion is Nice copy, shame
irrelevant about the rest
CRAP CRAP crapcrap. Crap crap crrraaap I SUPPOSE you can’t really fault ads that
crap, crap crap crap crap crap crap crap manage to get the message across straight
and crap. away, which these do. It’s the Gold Coun-
Crap crap crapcrap. Crap crap crrraaap cil and they want people to think of gold
crap, crap crappity crap crap crap crap as a good gift for the holiday season. I’m
crappity crap and crap. assuming they’re targeting women—spe-
Crap crap crapcrap. Crap crap crappity cifically Asian women.
crapcrap, crap crap crap crap crap crap I like the strapline: “Gift a glow.” It’s
and crap. Crap crap crapcrap. simple but it has a bit of a pun—the glow
Crap crap crapcrap. Crap crap crap of gold, and the glow you get when you’re
crap, crap crap crap crap crap crap and happy. So the copy’s good. But it could’ve
crap. Crap crap crapcrap. Crap crap crap been interpreted better in the images.
crap, crap crap crap crap crap crap and The whole concept of giving someone
crap. Crap crap crapcrap. a gift implies some sort of emotional con-
Crap crap crapcrap, crap crap crappity nection between you and whoever you’re
crap crap crap crap and crap. Crap crap giving the gift to. And that emotional ele-
crapcrap. Crap crap crapcrap, crap crap ment doesn’t come out in these ads. It’s
crap crap crap crap and crap. just a model wearing extremely ornamen-
Crap crap crapcrap. tal and traditional jewellery. The models
Crap crap crapcrap. Crap crap bull crap, don’t look happy; they’re just posing.
crap crap crap crap crappity crap crap crap And I don’t like the graphic of the pres-
and crap. ent. It’s for the Gold Council. They don’t
At times it’s better The whole concept
to listen to what a of giving someone
consumer says than a gift implies some
to some 250-word sort of emotional
crap from a creative connection. And that
director. element doesn’t come
out in these ads.
Crap crap crapcrap, crap crap crap crap-
pity crap crap crap and crap. Crap crap
crapcrap. Crap crap crap crappitycrap, really need tacky little graphics. It doesn’t
crap crap crap crap crap crappity crap crap really do anything for their image.
and crap. And if they’re specifically targeting
Crap crap crapcrap. Crap crappity crap Asian women, I’m not sure the jewel-
bull crap, crap crap crap crap crap crap lery’s right. They’re very, very traditional
and crappity crap. designs. They’re blocking out part of the
Crap crap crapcrap. Crap crap crap market. I’m an Asian woman and they’re
crap, crap crap crap crap crap crap and putting me off – no one wears such heavy
crap. Crap crap crapcrap. Crap crap crap jewellery anymore.
crap, crap crap crap crap crap crap and I’m guessing it’s a brand campaign,
crap. Crap crap crappity crapcrap. they’re not selling a particular product,
Crap crap crapcrap, crap crap crappity so the ads sort of work in the sense that
crap crap crap crap and crap. Crap crap they get the idea across: The Gold Coun-
crapcrap. Crap crap crapcrap, crap crap cil thinks that gold would make a good
crap crap crap crap and crap. present. But does it make me particularly
Crap crap crapcrap. Crap crap crrraaap Agency: AGA ADK, Dubai want to buy or receive gold? No.
crap, crap crap crap crappity crap crap
Regional director: Danny Oneissi
crap and crap.
Regional creative director: Edan Aggarao
Crap.
At times it’s better to listen to what a
Creative directors: Avinash Ayaniyat & Martino O’Brien
consumer says than to some 250-word Copywriter: Preethi Nair
crap from a creative director. Now, please
Art director: Ruel Sunga
tell me what my consumer thinks?
Communication manager: Haris Mehmood
Strategic planning: Manan Kapoor
Finaliser: Suresh Palani
www.mediaweekme.com
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