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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
06-02-2025
- Entertainment
- Campaign ME
Zoom Coffee brews a campaign ‘to keep you glued' and alert in 2025
How often have we been at that place in life — either in an extra-long meeting at work or listening to a friend talk ad nauseam — while we struggle to focus, stay alert or even keep our eyes open. Tackling this challenge through a campaign that's much more than a caffeine fix, Zoom Coffee Americano — in partnership with independent advertising agency C2 Comms and production house We Vibe Social — offers a lifeline for focus and clarity through 2025. Whether facing an endless presentation or an overenthusiastic storyteller, the Zoom Coffee campaign takes an honest approach — with a touch of humour and a ton of creativity — on how to stay locked in and alert. Layal El Sayed, Business Director, C2 Comms, said, 'This project was an absolute blast. The client and our team saw the brilliance of the idea, especially as a well-thought-out way to spotlight Zoom's fantastic coffee. The client was fully on board, believing that this snackable, fun approach would make the brand stand out. Here's to more exciting, creative work ahead.' The campaign for Zoom Coffee highlighted everyday dilemmas — and the solutions to tackle them through a series of quirky and engaging films. The campaign showed moments when people's attention wanes, but is actually crucial. Through playful storytelling, the campaign emphasises that Zoom Coffee is a reliable companion to stay sharp, no matter how dull or demanding the situation. 'For me, the performances were key to landing the idea,' said Zahir Mirza, ECD, C2 Comms. 'Dial up the tedium of the Mother and Strategist while on the other side, tone down the reactions of our Zoom Americano drinkers. That duality plays well off each other.' The films resonate with those who have ever felt the evening slump or struggled to stay engaged. By combining relatability with a fun, light-hearted tone, the campaign showcases the brand's deep understanding of its audience and its promise to deliver the energy boost they need to power through. Here's to more bold, creative storytelling that makes an impact — one sip at a time. CREDITS Client: Zoom Coffee Agency: C2 Comms CEO: Roy Aftimos Business Director: Layal Elsayed Senior Account Manager: Leticia Mahwej Account Manager: Shahd Najmus Senior Strategist: Maia Noun ECD: Zahir Mirza ACD: Renaud Heneffe ACD: Gaurav Maitreya Production House: We Vibe Social Director: Ashish Varghese Producer: Eva Papadakou
