PRIVATE VIEW
Creative
Karim A Yusuf, Creative Director, Digital Republic Cairo
Al Jazeera: This storytelling approach is of course nothing new. We’ve seen it dozens of times, however one still can’t help but feel something (you know… that emotional human being inside you that cried in the Lion King movie). And in the words of Don Draper ‘You feeling something’ is what sells.
The truth is many of us live in a bubble. For some, that bubble might be a Ferrari and so there may not be a reason to leave your bubble. For others, bubbles are where we live and work. It’s the people we talk to everyday and our routine. It’s easy to forget what’s happening outside your bubble. The one thing I admire about this campaign is that it reminds us that we’re not alone. It encourages us to see different perspectives and reminds us that decisions made by leaders and governments can have a massive impact on the lives of people, even if it doesn’t affect ours.
Johnnie Walker: The narration is soothing, almost parablelike and while the wind and water rage, I can’t help but feel a bit sorry for the flame that momentarily dies. In the end, the flame magically reignites and the message ‘Keep your flame alive’ is shown. This for me is on the cusp of genius and cheese. I like the storytelling and production but this whole talk of flames and storms feels like I’m in a Journey song.
The social engagement part invites people to write inspirational messages of resilience using #KeepWalkingLebanon which is nothing special until the brand responds with an incredible photo of your message created with fire. I went on Twitter and checked out some of these photos and all I can say is I want to be part of this.
Coca-Cola: Everyone wants their name on a can. I myself don’t even drink Coke and have been caught rummaging supermarkets like a 5 year old for my wife’s name. Last Ramadan in Egypt, Coca-Cola released this campaign with an extremely catchy tune that had everyone buzzing. Unfortunately, this version doesn’t even compare. It’s dull and lifeless. Everything about this ad is forgettable, from the music, to the voice over, to the shots. And it’s a real shame because a brief like this has so much potential. I’m still going to look for my name though.
Land Rover: From the opening sand dunes shot backed by abused oriental-style music notes, I could see where this ad was going. And unfortunately I was right. This is one of those videos where you can replace the Land-Rover logo in the end with a bank or insurance logo and not realize the difference. If you visit the website though, it’s a little nicer. Although there are a few responsive issues on Chrome for Mac, there’s a very interesting section about Light Calligraphy among other things.
Creative
Rayyan Aoun, Creative Director, JWT Riyadh
Al Jazeera: If they stand by their promise, then I’m game. Nothing beats the true-life stories of real people, particularly if those people have had a positive impact on humanity. For me, the idea of humanising the news adds genuine credibility and transparency. What more can a news channel wish for nowadays? That said, with such a rich platform, it will be a shame to not really leverage it properly across other media; the exhibition is a good start, let’s hope for more.
Johnnie Walker: It’s refreshing at last to see a communication in the region that goes beyond the visual clichés, celebrity endorsements and product placements – with a powerful message that’s rooted in our culture. The motivational message is beautifully crafted, and rings a little more true to who we are and what we’ve been through. I’d love to see a more powerful continuation of the campaign, one that can get people off their seats and taking action.
Coca-Cola: I guess it answers the client’s brief – a local adaption of an international campaign. But while I’m a fan of the global work, this spot just didn’t click with me. Perhaps ’cos we’ve seen this execution in a zillion other tourism and beverage ads. I think we’re getting stuck in the clichés of the ’70s Mercedes taxi, the stereotypical ‘teta’ and the ‘walli3a’ lingo. There’s a lost opportunity here, especially as the idea is based on a universal truth that’s at the heart of our culture, and I would have liked to have seen some of the Coke names written in Arabic.
Land Rover: #MyLand is a bold statement. And attempting to ‘own’ culture and heritage is even bolder, especially in the Gulf where there’s big competition among SUV brands to dominate that space. I was intrigued by the TV spot and curious to visit the website and check out where the campaign was taking me. But that’s when I got confused with several layers and many components – each interesting as a standalone, but not fully integrated under a single-minded message. After going through landscapes, landmarks, desert trips and calligraphy, I still don’t get what Land Rover is really saying…