Private View by Memac Ogilvy's Jon Marchant
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our 'Works' from January is by Jon Marchant, MENA Group President, Memac Ogilvy.
Sleepzone: In-Snore Coupons
The best sales promotions are both simple and playful and with 'the louder you snore, the more you score,' Sleepzone is right on the money with a mechanic that is 100 per cent aligned to their brand. It makes for a thematic and humorous ecosystem of touchpoints – try the 'Snore-o-meter' to avail your 'in-snore coupons'. The only let down is the film execution which, for such a rich territory for comedy, fails to crack even a smile.
Brands for Less: The Agent
'Find a product truth and tell it well'. This mantra has been embraced by Brands For Less, dramatising the lengths their buyers will go to in sourcing the best value products without compromising on quality. I didn't like the execution, and it felt cheap but maybe that was the point. However, my two Gen-Z daughters kind of liked it, so mission accomplished.
Mountain Dew & Doritos: Dew x Doritos
I love a good collab and boom! This mash up from two brands with bags of personality really pack a punch in this visually arresting campaign from the team at Awkward Ads and BigFoot Films.
The great Sir John Hegarty once said advertising is 80 per cent idea and 80 per cent execution and the craft and love that's gone into this spot in post-production and sound engineering is to be commended. Local influencer choices bring unmatched cultural authenticity and credibility to the campaign. Well done.
Panadol: Break Up Text Songs
At the core of this campaign there is some refreshing honesty – Panadol is acknowledging that it can't fix everything, in this case heartbreak amongst young lovers. Unfortunately, the message out-take is rather alarming. 'If I get my heart broken, I should take Panadol to cheer myself up' was clearly not the intended message, but this is where it is landing.
Adidas: You Got This
What a refreshing take on runners' psyche in a category that is normally all about superlatives and pushing to the limits. This is a campaign that beautifully captures the anxious few minutes before the gun begins for thousands of amateur runners simply trying to hit a personal best or run further than they have before.
The campaign line 'you got this' is bang on, the casting and location feels incredibly localised, and there is a seamless follow through into retail, timed to perfection with the culmination of the Dubai Marathon. Well done adidas and the agency team.
By Jon Marchant, MENA Group President, Memac Ogilvy.
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