Dubai Bone and Joint Clinic Campaign

When I was a rookie writer (early 1994), a visiting swashbuckling lady creative director from HTA (India) told me that a headline should contain a benefit and an intrigue. In 2002, I read about ‘visual/headline twists’ in Jim Aitchison’s classic “Cutting Edge Advertising” and a good practice – ‘if there is twist in the visual, keep the headline straight’ and vice versa.

This campaign features a visual twist. You’ll be hearing a lot more of twisting in my blog posts from now on!

KT, 11 Sep 06

KT, 9 Sep 06

KT, 4 Sep 06

September 1 – 5

1) ABC Business Pages

KT, 030906

2) Classic
– Bafco Furniture

7Days, 040906

3) More is not enough
– Sansa Multimedia player

7Days, 050906

4) Quad Bikes and Jet Skis banned?
– ENOC & EPPCO Supermarkets


ET, 050906

5) Official Directory of the Department of Health & Medical Services

KT, 050906


6) Fuji film gets on the Back to School promotion bandwagon

KT, 040906

7) Challenging the Norms – Dubai Investments

ET, 040906

8) Powering Manufacturing
– Dubai Industrial City


KT, 040906


9) The ‘We make it possible’ touch
– Dubai Bone and Joint Clinic


KT, 040906

10) Small Details?
– Daman National Health Insurance


KT, 040906

11) “Growing feet in safe hands”
– Clarks Footwear for kids


KT, 040906


12) Sheikha Manal’s Young Artist Award – New Signature Competition 2006


ET, 030906


13) Raffle of the Investment kind
National Bonds


ET, 030906

14) Adventurous Spirit – Toyota Fortuner


ET, 030906

15) First in the Middle East
– International Sports Science Congress at Doha, Qatar

ET, 030906


16) The new Bond advertising spiel begins
– Omega Watches

KT, 020906

17) To upgrade, just exchange!
– Fono Nokia Mobile Exchange offer


KT, 020906

18) The Banks are going to get you anyhow.
– ABN AMRO & the free Swiss watch deal


KT, 020906

19) Marketing is the name of the game – LG offers free microwave cooking lessons

KT, 010906
20) Horses need Tigers?Toyo Tyres – Al Futtaim Group