TBWA/RAAD’s Pedigree Dog Food Ad

This situational ad was sent by Associate Creative Director Sakib of TBWA/RAAD, Dubai. Great work, guys! Looking forward to seeing more of your work!

From his email:

“…We just did this ad for our client Pedigree dog food.
As you may know, it was just officially announced that the planet Pluto has lost it’s status as a planet.
We quickly took this opportunity to do an ad for Pedigree.
Also, the global tagline for Pedigree is: “We’re for dogs”. We added a little twist there as well.
Art Director: Sakib Afridi
Creative Director & Copywriter: Shehzad Yunus.
Hope you like 🙂
Sakib Afridi
Associate Creative Director
TBWA/RAAD Middle East

More Print ads and campaigns of Aug06

Today’s Quote – “…That is the first principle in making good ads: When you have something to say, say it……Say it simply, say it dramatically, and be completely single-minded about your claim. To quote an old advertising adage, repetition is reputation….” – Alastair Crompton, The Craft of Copywriting

In this post, I am going to put in all the end of August ads that I couldn’t make separate posts for.

1) Mobile War – Lower end market

GN, 24Jul06

KT, 26Aug06

KT, 27Aug06

KT, 28Aug06

Sony Ericcson, Motorola have recently been advertising a lot of mobiles for the lower end market with contemporary features (colour screen, polyphonic ringtones) and some even with FM radio and camera…all this for AED.300/- or less! I know of friends who had splurged Dhs. 800/- t0 Dhs.1500/- on high-end mobiles. Within one year, the price of these same mobiles had halved! I still use a very basic Nokia 1100 and now wouldn’t mind switching to a Motorola C168 or C261 or even a higher-end model if my work and usage warrants it.

2) Back 2 School Surprises – The Last week of DSS 2006 (Dubai Summer Suprises) – KT, 25Aug06

Dubai Summer Surprise draws to a close this week.

3) Rodeo Drive, Abu Dhabi – Sale – KT, 27Aug06

A Sale ad with a visual twist – quite a rare sight among the numerous plain & straight SALE ads here in the media.

4) Monster.com launches in the UAE – KT, 27Aug06

Monster.com has been on a monster roll in many countries and now they are in Dubai… notwithstanding the cliched desert sands backdrop in their ad.

5) AADC, Al Ain & JSS Academy, Dubai – KT, 26 Aug 06

The AADC recruitment ad (above the JSS Academy ad) is a good piece of information for job seekers on the justified Government recruitment policies (the bodycopy reads “Priority shall be given to UAE nationals then Gulf Cooperation council citizens, Arabs & other nationalities who meet the visa transfer rules.”)

The JSS Academy ad uses a twist in the headline (“The Launch pad….”) to go with the straight visual of the mousepad.

5) HP Inkjet Printers – KT, 27 Aug 06

HP advertises their new range of home deskjets with a full page splurge targetted at parents, maybe because this is the ‘Back to School’ season?

HP Injet printers, from what I’ve been hearing, have a larger market share in the UAE. The view is that HP has a bigger marketing budget, while Epson spends more on developing a good product. I’ve been using HP inkjet printers – the home versions for the past 4 years…the original HP ink cartridges were too expensives – almost 2/3rds the cost of a new printer! You get replacement cartridges (a different make that is compatible with your HP inkjet) at half the cost of the original with the same quality output. Imageplus in Dubai was a good source for HP replacement cartridges.

6) Sharjah International American School – KT, 28Aug06

At last an educational institution ad with something interesting in the headline and visual. The institution now has registrations open in Dubai….notice “Dubai” on the kid’s t-shirt?

7) ‘Drive Safely’ Print campaign

KT, 21Aug06

KT, 28Aug06

Good idea! Would it have been better with the visual of the car smashed in the front?

8) Al Rawabi Milk – KT, 27Aug06

At first glance, I thought that you get a free notebook and pencil with every purchase of an
Al Rawabi 1 litre can.

8) Al Islami (Dubai Islamic Bank) World’s first brokerage service for Women – KT, 27Aug06

The World’s first exclusive brokerage service for women! Lots of creative routes and opportunities here.

9) Air Arabia – KT, 28Aug06

Air Arabia launches flights to Jaipur at prices starting at AED.299/-. Jaipur is known for its precious stones and hence the creative route.

10) Ras Al Khaimah Bank (RAK Bank) – Loans for SMEs – KT, 20Aug06

Could have been art directed more powerfully with a close up of the syringe.

11) Etisalat – Greetune – KT, 20Aug06

An Etisalat ad with humour and a story? Is Etisalat’s advertising approach changing after its rebranding? There are many naysayers…but the approach in this ad is seems to go with the youthful nature of the service. Hope it is extended into a campaign with ads about the business applications of the service. Entrepreneurs and Corporates can have Greetunes – jingles of their product or service.

12) Dubai Summer Surprises – Kids Olympics – ET, 20Aug06

‘Kids Olympics’ is translated visually. No headline. Bodycopy gives the rest of the details.
More drama could have been added to the visual.

13) Emirates – Flights to Forbidden City – 7Days, 20Aug06

Emirates flights to Beijing. The “forbidden” in the headline is the hook.

14) Rajiv Gandhi Award – KT, 19Aug06

Why is the Mumbai Congress Party advertising the winners of the Rajiv Gandhi award in Khaleej Times, UAE? On a closer look, you find the Founder-Chairman of the Lulu chain of Supermarkets in the UAE, his photo is the second from left – he’s a winner too.

14) Royal & SunAlliance Insurance – KT, 19Aug06

The creative execution uses illustrations and ties up the visual with “all round” in the headline. Maybe the ad would look better with actual photos of the icons .

15) Moissanite – Derived from Meteors? – City Times, 24Aug06

Just read the bodycopy – it reads like a historical thriller – lFrench Nobel Prize winner Henry Moissan’, ‘particles derived from meteors’. My first thoughts were – if people still fall for Nigerian scam emails, then these ads must make a killing. Then I googled up “moissanite”and.. !!! – Moissanite, How Stuff Works-Moissanite, Wikipedia.

16) Spinneys, Onam Specials – KT, 24Aug06

Spinneys supermarkets, primarily European, but now goes all out to attract the affluents among the large Indian community.

17) SAS Radisson – Teaser Ad Campaign – KT, 24Aug06

Full page and double spread…can you miss them? In 1998, when I had come to Dubai, the famous SAS Radisson was visible from Shk.Zayed Road, after you passed the Burj Dubai. Even enjoyed a complementary day’s stay there once. Later, I heard that they had been bought over and. now they are back!

18) K-Corner Shoe Sale – KT, 24Aug06

Headline dominated ad…using a pun….I only wonder if this has already been used before…as this is a pretty obvious pun.

19) ICICI Bank – KT, 24Aug06

ICICI uses Bollywood Superstar Shahrukh Khan to attract NRIs (Non-resident Indians, once cynically called Non-Returning Indians and today – Newly-Returned Indian ;-).

20) AlAmeen Help Service – Teaser campaign

KT, 19Aug06

KT, 20Aug06

KT, 21Aug06

KT, 23Aug06

The Al Ameen Confidential service – Toll free 800-4-888 helpline to “Prevent Problems before they occur.” Email alameen@eim.ae.

21) Learning Curve – Dubai Autodrome, Race & Driving School – ET, 23Aug06

Good idea and headline-visual metaphor! A more dramatic visual would have added impact?

22) Babyshop – KT, 23Aug06

Life insight! Brought me back memories of my younger brother – when he was hardly 3, grabbing my school bag when I getting ready to leave and crying that he wanted to go to school too! That little tyke in the ad resembles my little bro very uncannily! The headline could have been better?

23) HP Laptops – 7Days, 23Aug06

Laptops on instalments! Now everyone can have one….of course, the banks have to find you credit worthy first.

24) Sun & Sand Sports – Russel Athletic Sportswear – 7Days, 23Aug06

Like the imagery in the ad. They could have customised it with the Dubai SHk.Zayed Road skyline.

25) Igloo Ice Creams – City Times, 23Aug06

Subliminal Advertising?

26) GO Sport – ET, 23Aug06

Good association here.

27) The Aviation Club Pub @ The Irish Village, Dubai – ET, 22Aug06

80 different varieties of beer….sample till you’re ample…illustrated perfectly.

28) Conserve Water – KT, 22Aug06

Bodycopy reads – Water is the lifeline of survival. Conserve water for life. A very ‘cutting-edge creativity’ kinda ad.

29) The Complete Works of William Shakespeare (Abridged) – ET, 22Aug06

The longest running comedy in London. Like the Shakespeare illustration with the clown nose.

30) Lego – ET, 22Aug06

Now this is one sale not to be missed!

31) 7Days Newspaper INBOX Campaign – 7Days, Aug06

Good branding in terms of design and layout.

32) Echolac Schoolbags – KT, 22Aug06

Tough enough for the Jurassic age! AD had an idea of showing a close up of the open teeth like zip track of the bag, arranging it to look like the open mouth of a T-rex….goes well the line too!

33) OneMobile Showroom – Sony Ericsson Headset – KT, 22Aug06

In Dubai, you can see a lot of people wearing this and walking around. Wierd! Sadly, you’ll still see people gabbing away into their mobiles while driving with one hand! Now that prices of this bluetooth headset has dropped, it’s time everybody with a mobile and a car got one!

34) Sony VAIO – KT, 21Aug06

Double page spread…does it matter if you write anything?

35) Shoemart – KT, 21Aug06

Interesting visual treatment.

36) Nescafe – GN, 21Aug06

A rare sight – a long-copy ad – because it’s Nescafe.

37) NUVI

A good product….lots of information but still not informative enough.

38) Dubai Transport Bus Advertisement

Shot this ad inside a Dubai Transport bus on the way to Bur Dubai. Maybe in the future, we might have television screens in the buses running ads.

39) Ariel Washing Powder

Dramatic visual..stay stain free…..hmmm?

UAE Advertising News

1) Advertising spend clocks $500m in first half of yearEmiratesTodayOnline.com, 28/08/06

The UAE has maintained its position as the Gulf’s largest spender on advertising, with a total outlay of more than half a billion dollars in the first half of this year, compared with the same period of 2005, data released yesterday show.

The UAE logged a 10.43 per cent increase in ad spend from $460.41 million in the first six months of 2005 to $508.42m in the same period this year, according to recent statistics compiled by Arab Studies and Research Corporation (PARC).

Qatar, which will host the Asian Games this autumn, logged the maximum increase in spending, which rose 61.13 per cent from $63.01m to $101.53m.

“Qatar is sort of replicating what Dubai has been doing but on a much smaller scale; small with respect to Dubai but significant within the context of Qatar,” said Jihad Fakhreddine, a research manager for media at PARC.

Spending on advertising across the Gulf during the first six months of 2006 registered a 15.6 per cent increase over the same period of 2005, raising the total spend from $2.10 billion to $2.49bn. Pan-Arab advertising spend rose from $831.52m to $1.4841bn, an increase of 26.08 per cent, Parc statistics show.

“The increase during the first quarter of this year was very modest in most Gulf markets with some of them registering a decrease in advertising spend,” said Khamis Al Muqla, chairman of Gulf Marcom Group and President of the International Advertising Association’s Bahrain Chapter.

The market recovered in the second quarter, despite the conflict in Lebanon.

“The war in Lebanon has not resulted in a drop in the ad spend at the regional level, especially if you compare the war period with the corresponding period of 2005,” Fakhreddine said.

Print advertising remained the dominant medium across the Gulf, accounting for a 54.65 per cent share during the first half of this year. Of this, 44.15 per cent went to daily newspapers and 10.50 per cent to magazines.

Television followed with 41.09 per cent; billboards with 3.06 per cent and cinema and radio with 1.20 per cent. In the UAE, print advertising accounted for 85.92 per cent of total spend, with 68.28 per cent going to daily newspapers and 17.64 per cent to magazines.This was followed by television with 7.83 per cent, billboards with 4.87 per cent and radio and cinema with 1.39 per cent.

The pan-Arab share of the total Gulf advertising pie represented 41.91 per cent with the UAE accounting for 20.35 per cent, Saudi Arabia 19.22 per cent, Kuwait 9.74 per cent, Qatar 4.06 per cent, Oman 2.57 per cent and Bahrain 2.07 per cent.

“Advertising experienced major challenges earlier in the year owing to the impact of financial market conditions on the advertising activities of companies, prompting a reduction in advertising spending during the first quarter,” said Al Muqla.

2) Consumer protection agency to be set upEmiratesTodayOnline.com, 28/08/06

The UAE Government yesterday announced a new consumer protection law, which is set to reform the country’s retail sector and ensure that consumers get the best protection available.

Some of the key points of the 24-article law include:

A consumer protection higher committee is to be formed which will be headed by the Ministry of Economy and comprise representatives of the consumer protection society.

In case of a crisis or extraor dinary circumstances in the market leading to a hike in prices, the economy minister will adopt procedures to curb such price hikes and protect consumers’ interests against any prejudice.

A Consumer Protection Department will supervise the general policy for the protection of consumers in co-operation with concerned authorities.The department will also co-ordinate with the concerned authorities to curb any illegal commercial practices, which prejudice consumers.

It will work to increase customer awareness and rights, monitor price movements and control their increases; ensure the principle of fair competition and combat monopoly.

The department will also receive consumers’ complaints and refer them to competent authorities.

In case a consumer finds a commodity to be faulty, the supplier shall take back or replace the commodity.

A supplier shall abide by fixing on its cover in a conspicuous place a card containing data about the kind of commodity, its nature, ingredients, product’s name, date of production or packaging, net weight, country of origin, country of export (if any), instructions for use (if possible) and date of expiry, along with enclosing inside the package a detailed statement of the commodity’s ingredients, specifications, rules of use and risks in Arabic.

A supplier shall be liable for any damage resulting from the use of the commodity and its consumption and shall also be liable for failure to provide the spare parts for the durables within a specified time period and the guarantees declared or agreed upon with the consumer all in accordance with the rules issued by virtue of the minister’s resolution.

If the commodity were pro duced locally, the manufacturer and seller shall be jointly liable for the aforementioned.

Each commercial agent or distributor shall honour all guarantees provided by the manufacturer or the agent for the commodity subject matter of the agency.

Each supplier of commodi ties pledges to include in his contracts undertakings to provide after-sale repair, maintenance or service and take back the commodity within a specified time period following the emergence of faults therein.

No supplier may conceal any commodity or refrain from sale thereof for the purpose of controlling the market prices.

RIGHTS OF CONSUMERS A consumer shall be entitled to be indemnified against personal or financial damages in accordance with the general rules in force. Any agreement in contravention therewith shall be null and void.

The department shall enjoy legal capacity in representing consumers before the law and any other authority stipulated by the law.

Without prejudice to the rights of parties to resort to justice, the department may commence any settlement pertaining to the protection of consumers. PENALTIES Those found guilty of vio lating the provisions hereof and the executive resolutions will face a fine of Dh1,000.

3) Gulf advertising spending climbs 15.6% in H1 2006Strategiy.com, 27/08/06

Advertising spending in the Gulf during the first six months of 2006 registered a 15.6% increase compared with the same period of 2005, raising the total Gulf spending on media advertising throughout the Pan-Arab countries to $2.49 billion compared with $2.10 last year. (more)

Flyers and other BTL collateral – Aug06

Today’s Quote: “…A month before starting legendary Australian agency OMON, Simon Reynolds said that the two most popular words in his country’s advertising industry were “That’s nice”. “You show someone an okay job and you get ‘that’s nice’. Ten times a week I hear it, that’s nice. And in a funny way, That’s Nice says everything about what isn’t nice about our industry. There isn’t enough ‘Is it Great?’ being said. That’s Nice has become the criteria at which we can stop work, satisfied.”
– From Cutting Edge Advertising, Jim Aitchison

1) TECOM Hospitality Passport

TECOM is the holding company behind Dubai Internet City and Dubai Media City. From the DIC brochure “The Hospitality team of Dubai Internet City helps employees of companies during the process of moving to the Emirate of Dubai. Assistance is provided to newly arrived employees in finding accommodation, setting up homes and transporting household equipment. The Hospitality team also provides assistance to prospective companies in making travel arrangements to visit Emirate of Dubai.”

The Hospitality service is neatly packaged and promoted through a booklet listing out discounts at various shops, restauratnts etc., with a passport privileges card, a calling card and an accompanying flyer.

Discovered this in the lobby of a media city building last week.

2) Neogum’s TX Sugar free gum

The above photo is the package containing the TX gum packet (couldn’t photograph that). I guess this product was launched this month as I caught glimpses the TX van moving around in Karama and Bur Dubai. The Karama post office too had some flyers of TX lying around.
Didn’t notice any print ads but. The package claims that it’s a new landmark in the chewing gum world and lists out supporting features/benefits. They have a supporting website too…looks like they believe in rational selling more. (If the above photo is not clear enough, let me know and I’ll put up a better version).

3) Japengo Cafe & Bella Donna Italian Restaurant – Bur Juman

The above flyer was distributed in areas around the Bur Juman mall. Found it lying outside my apartment. Is the art on the cover original or a stock photo?

3) Early Bird – Home Delivery of Essential Items in new Dubai

New Dubai – are the upscale developing localities of Dubai like Dubai Marina, Springs, Meadows, Arabian Ranches, Emirates Hill etc. Groceries and other convenience stores are not exactly next door in these areas. So a service like Early Bird’s is welcome.
Got this flyer in the lobby of the same media city building mentioned above.

3) Those Offer booklets and flyers that you get with your credit card bills

Anyone owning a credit card (as many of us do these days – not 1 but many!) would have seen these special offer and discount booklets / flyers that come every month along with your credit card statements. I wonder how many DM agencies and small design shops are surviving with this work alone? Must be huge business.
Pictured above are booklets from Citibank, Abu Dhabi Commercial Bank (ADCB), RAK Bank and ABN AMRO.

Teasers and the like in UAE Print

1) BURGER KING – GN, Aug06

Burger King advertises their new seafood addition using the famous animation movie title “Finding Nemo” in a teaser ad- thanks to Woke for pointing that out in his blog post. It didn’t occur to me at all, though I had seen the movie in bits and pieces. The above ads were found in the Gulf News on subsequent pages.

2) SPINNEYS Market Day – 7DAYS, 20 & 21 Aug 06

Spinneys advertises their Market Day a day before hand with a smaller reminder ad.

3) A Proper Teaser – 20, 21, 22 Aug 06 (Final ad yet to appear)

The above 3 ads have been appearing consequently for 3 days now. What is it is anybody’s guess? Guesses anyone?

Some Ad Campaigns in print this week

1) Motorola Razr – KT, 18th and 19th Aug 06 – Update ET – 5th Sep 06

Heard from my Art Director compatriot that this was a much talked about campaign in the ad circles in the UAE. Stylish execution featuring locals and creatively highlighting the ‘slimness’ factor.
It seems Campaign ME had written about it in one of their issues sometime back. I had been regularly noticing Mupis (outdoor backlit billboards on pavements) of the above ads in and around Dubai.

2) Diet Pepsi – KT-Weekend mag, 18th Aug 06

Diet Pepsi lifestyle ads targetted at women.

3) Khaleej Times Anti-Speeding Campaign – KT, 19-20 Aug 06

Khaleej Times publishes pro-bono work with due credits.

4) Tanmiyat – Living Legends – KT, 18-20 Aug06

Print Ad Watch – Gulf News and Khaleej Times – 16Aug06

This is my first post of the first batch of ads that I snapped yesterday from Gulf News and Khaleej Times. The following are the ads that seemingly had good art-direction or copy or an idea behind them or were just news worthy. Please feel free to add your comments, information and your take on the ads:

Al Ghurair City (shopping mall) gets into the spirit of the Dubai Summer Surprises and hosts cartoon events…nice art direction.

– Gulf News (GN), 16/08/06

49ers – a popular pub in Abu Dhabi and Dubai, advertises their wild west themed nights using the famous western movie classic title ‘The Magnificient Seven‘ – (a movie I enjoyed as a kid, maybe that’s why it caught my attention) as the hook in the headline. Strangely, the subhead or bodycopy doesn’t explain the headline further – or am I missing something? ‘Freebies’ in the bodycopy is spelt ‘free-bees’ or is that the original spelling? – GN, 16/08/06

VLCC Slimming Centre advertises using a lifestyle insight. July-August – peak summer in the UAE, are the official vacation months among the white-collar community. And when they get back, the waist line does show! – Khaleej Times (KT), City Times (tabloid supplement) 16/08/06

Tanmiyat – UAE property developers have a very good creative campaign running themed ‘Legendary builders’ or something like that. This ad seems to be the next level of the campaign. The first level of the campaign had ads featuring Romans and Greeks – legendary builders building modern buildings…neatly art directed. Since a picture is worth a thousand words, I’ll try to post the first batch of ads of the campaign to give you the actual idea. – KT, 16/08/06

Shamiana – a popular Indian cuisine outlet at foodcourts in all the major malls in the UAE, advertises their promotion using a visual pun. A side note – Hotbrands International, the chain that owns Shamiana, according to yesterday’s Gulf News had pledged a day’s earnings from all their Shamiana outlets for the Lebanese war victims. They had donated upto Dhs.57,000/-….way to go! – KT, 16/08/06

Nissan Service appointment – now just a phone call away….nice visual metaphor!
– GN, 16/08/06

McDonald’s is one of those rare MNC fast-food chains in the UAE, that has learnt to tailor its offerings according to the market. My budget conscious spouse and I jus’ love em!- GN, 16/08/06

Maxtor digital storage and hard disk manufacturers – good idea? – GN, 16/08/06

Premier Motors – Abu Dhab’s new Land Rover dealer and After Sales provider. That’s the Abu Dhabi skyline in the rear view mirror. – GN, 16/08/06

Hyundai is asking you not to postpone important events in your life due to budget constraints. Car loans with the first 4 months free (the cut marks on the image are entirely my fault…the reason why I started using a digicam to capture the ads) – GN, 16/08/06

Khaleej Times runs an ad by the Dubai Government, for the Lebanese war victims – help Heal Lebanon – . KT, 16/08/06

Dubai Islamic Bank is on a database building spree for their auto loans – a half page ad with a response form. – GN, 16/08/06

Deira City Centre advertises their Dubai Summer Surprise participation. – GN, 16/08/06

Berlitz uses a cartoon illustration to advertise their language courses in the Business section of Gulf News. – GN Business, 16/08/06

Thought I would include this one as it was news worthy. Concept LLC apologises to the Govt. of India and its people for running an ad that was deemed to be in bad taste, using the colours of the Indian flag in the Gulf News India Supplement on Aug 15, 06. – GN, 16/08/06

I haven’t seen this ad yet and am trying to source it. If anyone can scan and email it to me – advaitin@gmail.com, I’ll include it here with due credits.

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