Private View by Natasha Demetriou, Head of Post Production, NaF+ Dubai.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 month’s review is by Natasha Demetriou, Head of Post Production, NaF+ Dubai.
Volkswagen Middle East: A Different Kind of Love
I’m not at all bothered that the car isn’t front and centre here – because this isn’t about showing off sheet metal; it’s about selling a story to the end user. Everyone tends to lean on the ‘heartfelt’ cliché kind of content, but this manages to also feel fun, warm, and relatable – without the usual schmaltz.
McDonald’s Bahrain: Buy the Dip
A smart idea made smarter by grounding it in real behaviour. It takes something usually seen as dry and flips it into something playful, relevant, and engaging. Sometimes the smartest play is just to double-dip (pun intended).
RAKTDA: RAK Summer. Unscripted.
I really like this. The messaging is clear, direct, and just all-round light and funny. I have huge appreciation for simple marketing that carries a touch of humour. It doesn’t try to impress with perfection – it celebrates the fun, unpredictable moments that actually make travel memorable. It’s the kind of campaign that makes me smile and think, ‘Yeah, that’s how a trip really feels.’
ADCB x VISA: Egyptian Generosity Levels Up
Love how this ad captures personality and everyday quirks in a way that feels genuinely funny. It’s perfectly in tune with Egyptian humour, making it instantly relatable. The tonality and attention to detail feel effortless, and it seamlessly makes the product feel like a natural part of real life rather than a sales pitch.
Smart – very smart. They turned a simple naming debate into a full-on community celebration. Letting users vote on the name makes the audience feel like they’re genuinely part of the brand’s story. An excellent reminder of how engagement can be as meaningful as the product itself.
By Natasha Demetriou, Head of Post Production, NaF+ Dubai
