Thursday, March 30, 2017

USEK student Mayda Azzi sees double for Optique et Vision

When it comes to the Optique et Vision exercise, Mayda Azzi saw double! Signing with "It's your pair-sonality" she emphasizes that glasses ca turn us from one "character" to the next (fitting she used movie stars for her promotion!). And then the beauty was in the audio section that the shop has - a pair inn love (with the OV as in the logo of the brand).... So much to love!

Wednesday, March 29, 2017

USEK student Nour Bassil dips Optique et Vision into art

USEK student Nour Bassil, handled her Optique et Vision exercise from two points of view - one wears glasses not just to see, but to be seen as well and therefore impress. So what better way to portray this than dipping the brand into art! From Faberge eggs to Giacometti (for the hearing division) Nour managed to find the right vibe and position the brand perfectly with its target audience. A wonderful take indeed!

USEK student Rita Bechara excells in Optique et Vision advertising

And this is how we do it! When my students got the difficult exercise of selling Optique et Vision the leading eyewear shop (which has also an audio section as of late), Rita Bechara came up with the concept that a pair of glasses or sunglasses helps a person have a totally personal style and therefore invited our end client to "define yourself". The fact that faces were missing helped everyone identify with the ad in question - for the hearing bit she simply twisted the selling line of "define yourself" to "redefine your hearing" so as for the public to be aware this is a continuation of the same campaign. Don't you love it when you see creativity being born? Enjoy Rita's treatment of Vespa here!

Tuesday, March 28, 2017

Royal Jordanian - on a roll with all these bans

Royal Jordanian is indeed having fun replying to all the bans - the latest being on electronics - and launches a 12 step manifesto as a silver lining from the new restrictions. Royal Jordanian who already teased Trump being elected, then made fun of his first travel ban being overturned are continuing their roll of funny ads.

Monday, March 27, 2017

Dear agencies, would you please stop the lengthy video format?

Artwork by Tarek Chemaly
Well, it's official - lengthy video formats are now a thing and they're considered advertising. Last Mother's Day I was about to scream, there were a ton of them! You know the type of movies I am speaking of, they start of narrations a la "six mothers were assembled and unknown to them...." or "we put hidden microphones in rooms and invited children to...." and so on and so forth.
Long, very long, formats which are squeezing the hell out of my patience with the only tears coming out of my eyes are tears of boredom - considering I love advertising I submit myself to the torture of seeing the movies till the end (knowing that they end up in the same battered way - mother hugs child and they cry, children discover their parents were listening to them and are embarrassed and whatever).
Before I go on, let me tell you that when such a format is done well, it is beautiful. Take the case of Momondo (featuring Ellaha). I watched all 8 minutes 22 seconds of it - and then pressed repeat. From the very start I got hooked, yes even the "boring" part of the academics lecturing the participants. All of it was so low key, going up slowly in crescendo mode, that Ellaha ends up with a "zalghouta" considering she had a "cousin" in the room only made it even more emotional - normal people showing unforced emotions.
Or the one featuring Jay. As the ad progressed you knew he was going to be embarrassed, but seeing him so coy reading his DNA results aloud - while not being scolded or bullied by the others - but simply him being uncomfortable at how he must have looked bragging about his ancestry at the beginning.
If I am writing this it's because this whole "advertising-cum-long-film" has become a drag. Especially in the region when brands are snatching already done ideas and usurping them for their own clients. An example is when Barbican replicated the Carlsberg real friend test frame per frame (only omitting the gambling scenes which are not approved of in the region!) or when Galaxy produced a lengthy film which was a copy of Mime Through Time by SketchShe.
So frankly, I am dreading Easter now that Mother's Day has come and gone. I truly do not anticipate the machinations agencies will throw on us - "a man was crucified, and three days later his mother gets a surprise".... I wouldn't put it beyond agencies doing such a stunt sadly - in a mini-movie format which would last about 10 minutes or so.

Sunday, March 26, 2017

Lectra uses reverse psychology in the best possible way!

When it comes to reverse psychology - Lectra does it masterfully. In a gif which I deconstructed the brand invites its target audience no to click on the link (which obviously they are going to) only to tease them before with "have you heard about fashion's best kept secret? Good. Let's keep it this way". Find the secret here!

Saturday, March 25, 2017

USEK student Yves Nasr aces electricity ad

"On the 30th of month, you shouldn't be short of.... electricity" - USEK student Yves Nasr came up with this in one of the courses, the lovely bit was to first create the alarm that it is the "end of the month" only to reveal that the whole point is to have one electricity bill instead of two (one for the government and one for the private generator). Bonus points that the word "to2ta3" (short of) is also used to say "power shortage". An addition layer for the meaning? The same word is also used to speak of the period at the end of the month for women! I love how all of these intersect.