Monday, January 24, 2011

Angels Falling

I heard about the creative for this Ad before I saw it.
I liked the idea instantly. The thought of an innocent angel falling...a pure, holy being...falling for the irresistibility of whoever this one AXE boy model was going to be. I thought it was clever..

This disturbing. To say the least.

Did we have to make the angels literally and physically devastatingly fall like that? Crash? Break the marble and shake the Earth :S ? I wish there were words to capture the very confused/concerned look I had on my face as I watched this.

Oh..and why do our lady angels look like strippers/pole dancers/lingerie models?

Saturday, January 22, 2011

Smell me and .com

There are some products out there in the world that are tricky to advertise....Like cigarettes, condoms, viagra, sex toys etc. Therefore, when we come across one of those product adverts, we happen to pay attention.

When an advertising agency accepts one of those accounts, and creates a creative concept that not only meets the brief and delivers the message, but also stays true to creativity and artistic flair...well, then, they're awesome! Unfortunately, couldn't find out who they are!  Did a little research, but no luck on the TVC agency, only Ps&S for the print ads.

Here's the TVC...
Warning.. not suitable for watching with a parent, a child, and probably not at the office either.

However inappropriate... the ad is sexy, gutsy, the direction and camera work are excellent, the soundtrack is just right, and captured the idea (though in a perverted kinda way) perfectly!

I am also very impressed with the CI itself. The logo, yes I admit is very graphic, but also very clever! They took a rather feminine concept, and delivered a bold/edgy look and feel. The black color, the typography on the packaging, and the size! This is actually quite small. If you take a look at their print ads in the Gallery section of their website (again NSFW) you'll get what I mean.

Look at the product description!!! Doesn't get any more descriptive than that!

That brings me to their URL... which, although changes when you actually arrive to the site, is probably one of the most memorable and clever play on words that is so typical and obvious but entertaining and admirable at the same time!! (can you tell how amused I am by this?)

Enough said...Simply put..Weird (very weird) product, excellent creative concept and execution.

Friday, January 21, 2011


Filmed in Alexandria, Egypt...Ahmad Abdalla's Microphone (finally) sheds some light on the underground music/artistic scene in one of the oldest, most beautiful cities in Egypt.  With little of what I've seen from the trailers, which fulfill some serious teasing, I can't wait to see it.  I can blab about the awards it won and the international film festivals it has participated in,  but sadly that is no longer an indication of anything.

From a distance, the movie looks like an excellent blend of art, music, acting, directing, sound, cinematography and most of all, conveys a sense of honesty as it stays true to the city's mood and atmosphere.  I love the colors too.

Microphone will be in Egyptian Movie Theaters starting on Wednesday, 26th of January. Go see it.


Tuesday, January 18, 2011

Domino's 2allak:

Na3am? Mish Fahma...

Advertising Prostitutes*

1. You work very late... Just like prostitutes
2. They pay you to make the client happy... Just like a prostitute.
3. The client pays a lot of money, but your employer keeps almost every cent.. Just like a prostitute.
4. You are rewarded for fulfilling the client's dreams.. Just like a prostitute.
5. Your friendships fall apart and you end up hanging out with people in the same profession as you.. Just   like a prostitute.
6. When you have to meet the client you always have to be perfectly groomed... Just like a prostitute.
7. But when you go back home it seems like you are coming back from hell... Just like a prostitute.
8. The client always wants to pay less but expects incredible things from you... Just like a prostitute.
9. Everyday when you wake up, you say:"I'm not going to spend the rest of my life doing this."...
    Just like a prostitute.

*courtesy of BBM forwards

Thursday, January 13, 2011

A Personal Appeal to Ragaa El Gedawy

I have watched you in almost every single new drama series that has been produced in the past decade.
Even when Egyptian television discovered sitcoms, you were there!

I watched you play the role of a mother, a diva, a woman living her mid-life crisis, a single old lady, a rich elitist, a foreigner, an alzheimer's patient. Really, kudos! you've done it all. You even had your own segment on Amr Adib, and let's not even get started on what the hell that was all about!

But don't you think it's a bit much now with all the products you're commercially endorsing?

Dish Washing Soap
and i think you did Ghee too..or was it oil?

There was a time when you had your face on three different product billboards at the same time! On the same bridge!!

I'm sure you've made some decent cash by now! Kaman ya3ni your credibility is shot to shit!
Urm...kefaya ba2a!

Wednesday, January 12, 2011

Etisalat is trying...

Etisalat just released two new TVC's starring Maged Kedwany once again. This time, Maged Kedwany isn't making fun of situations here and there, he's actually making fun of himself. That always wins points in my book, especially if the insight is about the Momma's boy complex Egyptian boys suffer from. 

Kedwany's little talk at the end about how Etisalat has helped his mom and him grow 'closer' and how she surrounds him is brilliant! The previous Kedwany ads all had a bunch of local insights and this one is the cherry on top. 

However, the Richard Gere one...well what can I say? They should have stuck to just one. I mean why? Why the double? why the ridiculous accent? Why the desperate image? Meh.

Etisalat, don't put all your eggs in one basket, and more over, pick your battles. Baby steps..

Tuesday, January 11, 2011

Do It Like a Dude

She's not Lady Gaga...and I like her!

"Do it like a brother 
Do it like a dude 
Grab my crotch, wear my hat low like you "

Monday, January 10, 2011

Vodafone ft. Adel Imam

We can tell that after Etisalat's Ramadan TVC that featured superstar El King Mounir, Yosra, Ahmed Ezz, Hend Sabry, Donya Sameer Ghanem and Ezzat Abo Ouf, Vodafone and their agency had a long, very serious meeting.

Mounir, who had never before been seen doing advertisements was not only advertising for Etisalat! He was doing what he does best! He was singing...all cute in green and all! And as if that wasn't a hard enough slap on the face, he sang another brand new specifically written and recorded jingle for yet another Etisalat commercial. Oh the predicament! What will Vodafone/Mobinil possibly do now?

So, while Etisalat is utilizing Mounir's name and voice right after borrowing Maged Kedwany's sense of humor and new found popularity, and while Mobinil is sheeplishly attempting to compete with Edward and Emmy Sameer Ghanem, Vodafone were still playing puppets on strings. 

Well..what do they do to save face? They bring out the Joker ofcourse! They won't bluff nor fold. They will lay low and try to scram anything together for the time being while they pool all their production resources and remaining 2010 budget and go give LOADS of money to Adel Imam to feature in their latest commercial, that didn't really mean anything. So they bring the three boys from Sameer w Shaheer w Baheer (Shiko, Ahmed Fahmy, Hesham Maged) and air a hideously poorly produced sequence of ads that not only gain no momentum, but are met with severe scrutiny from viewers, and were even accused of disrespecting famed Islamic pioneers.

Then comes the day of the anticipated match between Ahly and Zamalek...and after a disappointing first half - BAM. This voice? We all know this voice!

Oh the goosebumps, the inspiration, the nostalgia! The surprise! That's right! It's Adel Imam, well 2 seconds are of his back and the 8 other seconds are of his smiling face...that face that you have come to know and love and smile when you see.

So yes..Vodafone obviously came through on top! I's ADEL IMAM! It's El Za3eem! It's the guy who just made three really bad movies that have disappointed all his fans and has managed to make you forget about it in just under 2 minutes! and make up for it too.

It's about your Egypt! It's about everyone of us. Our individual strengths put together to make dreams come true. It's about your imagination, laughter, simplicity, determination, sensitivity,'s about the magic that lies within each and everyone of us.

I do feel bad for them, that in lights of recent sectarian developments, would be a little nervy to air this ad now. At least for a while. 


An Abused Creative

I have to say, I'm impressed. Have you not run out of ideas yet?
FIRE whoever is in charge of this campaign. YOU NEED TO LET GO!

I feel bad for the creative designers who have to put up with masking this one word over islands, bamboo sticks, fireworks, knitting wool, piano bars, christmas boots, brick walls, gold medals, forests, ...
urgh I am already bored just listing them down.

At least give us something visually entertaining to look at when stuck in traffic everyday you know?

9:47 PM - The Cigar Lounge

5 Men seated across from each other, smoking what one can only assume Havanas and drinking and having a jolly good time without the Mrs!

Yes! Sure, 9:47 PM is the perfect time for the cigar lounge. Where we go and get drunk and give each other longing homosexual desiring looks because secretly we're all gay husbands living the Stepford life stuck with our wives and kids residing in multi-million dollar homes in Egypt's elitist suburbia.

Which one of these men scream gay the most to you? I mean I have nothing against gays, it's just that our society is the one that does, and well, in their desperate attempt to convey 'classy' and with their slogan 'Choose Life'...none of these gentlemen possess any class. In fact, most of them look sleazy.

Indeed...This is the life! This is what you do if you belong to Egypt's elite society. This is how you look, this is what you smoke, this is what you drink. Ahh! Don't you just envy them?