What com­par­a­tive ad? When com­par­i­son is not so

ArabAd - - CREATIVITY - BY: TAREK JOSEPH CHE­MALY

Com­par­a­tive ad­ver­tis­ing is not al­lowed in Le­banon, which is why there are vague slo­gans such as "Mas­ter ta3mo atyab" (Mas­ter tastes bet­ter - im­plic­itly "bet­ter than com­pet­ing brand X"). Usu­ally ad­ver­tis­ers re­spect that part of the law, know­ing that if one tres­passes it, the other brands it rep­re­sents be­come an easy tar­get.

So, it is a bit of a gentle­men's agree­ment be­tween ad agen­cies (when the law came out Bri­nol com­pared to what was ob­vi­ously Per­sil in the back­ground and all fury broke loose. Also, there was a Nokia ad which ref­er­enced Black­berry by name as well. Yet another ex­am­ple Oc­to­ber 2016 was the Dunkin Donuts ad that com­pared it­self to Star­bucks. How­ever, these were rare ex­cep­tions that is if one does not count Hal­loween im­per­son­ations by Shawar­manji, which dressed it­self as the other com­peti­tors in town such as Kababji, Crep­away or Road­ster Diner.

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