Latest news with #BreakUpTextSongs
Campaign ME
07-04-2025
- Entertainment
- Campaign ME
Private View by C2 Comms' Zahir Mirza
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 Zahir Mirza, Executive Creative Director, C2 Comms. Sleepzone: In-Snore Coupons Discount coupons don't necessarily scream 'wohooo, give me that brief'. Because more often than not they are pitched with the same run-of-the-mill mechanics. That's why the idea of site immediately jumps out. It rewards a natural human behaviour. That said, it does beg the question of whether consumers can game the system? After all, you do want to reward the authentic snores. Brands for Less: The Agent The angle is interesting. Hunting down the best brands for you. Ties in snugly with the purpose of the brand. The executional framework had potential as well, with Brands For Less agents on the prowl tracking down the latest fashion trends. But the execution of the spot leaves you wanting, even if the intention was super kitsch. The craft in every aspect is missing. Cheesy can be cool when scripted and shot well. Mountain Dew & Doritos: Dew x Doritos I loved this mash-up from the get-go. The tune is hypnotic, loved the synth hooks. The performances and kitschy CGI vibes go so well with the lyrics and the execution. I did track a lot of Mountain Dew but felt the Doritos flavour got a little sidelined. But thumbs up, nonetheless. Panadol: Break Up Text Songs I like it. Let's get that out of the way. Turning heartache on its proverbial head. The social execution is on point and on trend. And it's nice to have the brand fess up to the fact that for all other aches and pains you can trust Panadol Extra Strong. Adidas: You Got This It's a simple one shot feel. Feels airy and natural. You sense the protagonist's anxiety prior to the race. And the reassurance coming her way feels real. The dialogue could have sounded a little more conversational and less scripted. By Zahir Mirza, Executive Creative Director, C2 Comms.
Campaign ME
03-04-2025
- Entertainment
- Campaign ME
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.
