Aramex goes Ramadan

Interesting, Aramex just went Ramadan, in a notable effort. Here is you want to see. Of course of course, one needs Aramex to transport the Ramadan lights and ornaments etc. But the small breakthrough is that even Christians are implicated in all this effort because "we live in a multicultural world" as the ad implies. The shooting is indeed nice and the sepia colors work well actually, and whereas the original concept is not earth-shattering, something non-earth-shattering things actually work best. A very laudable effort all-round. OK, they should have ditched the English copy though to be honest as it does not work.

Aramex delivers a punchy one this Ramadan

So Aramex has spoken. And spoken eloquently indeed. What seemed a "package" sent by an elderly man ends up having a very different story indeed. Whereas we do not know what is in the package, we can - from the get-go feel it is something emotional. The journey the package undertakes - one immediately assumes it is a special gift for a grandchild, or a personal memento - ends up quite different indeed. After taking us through the machinations of how the package is treated, we eventually realize it was being stocked up in an chamber with other such packages. The reason? it is destined for Gaza. But since delivery there is sort of impossible, Aramex is proposing a message of peace (log on to deliverpeace.global and register your own "salam" (peace) message). Incredibly well-played from Aramex if you ask me! See the full ad here.

Aramex introduces an oddity this Ramadan

And for Ramadan, let Aramex introduce you to this oddity. Conceptually it has no feet to stand on.

The idea is that an elderly woman is supposed to navigate a VR headset all by her own. No, seriously.

Actually in the world of technology, there's the line "it's so easy even an adult can operate it" because duh, adults are not gifted with new technologies. Now older adults are certainly less gifted with the said technology which makes this ad completely baffling.

The idea is that a family is abroad and their teenage son comes up with an idea. Soon they start cooking their Ramadan meal while a package is delivered by Aramex to the grandmother. OK, you guessed the plot - she puts on the headset and is able to see them prepare the meal while her daughter (presumably daughter no daughter-in-law) shows her the recipe book (the grandmother must have given her).

The idea is that Aramex is "bringing what's close to the heart, even closer". Well, the cast is nice, and the ad is rather well-done. But honestly people, who comes up with these unbelievable ideas that make no sense on the ground?

 Watch the ad here.