Campaign Middle East features a monthly 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 Miguel Rojas Ruiz, Director of Brand Marketing at Rove Hotels.
Love the messaging of this campaign. It’s built on such a spot-on human insight – something everyone in the region can relate to. It’s simple, funny and hits where it should. I didn’t love being reminded of the chaotic return to everyday life, but I get it – that’s the point. At least talabat’s there to make the juggle a little easier, and that’s what makes the campaign feel honest.
I believe Dodge got it right with this one. It says you can be a dad, comply with all your family needs, but not be restricted to driving a boring grocery-getter as most people seem to think. The humour’s predictable, but works, and the wordplay around mechanical terms fits perfectly.
Localising it for the Arabic market is smart; muscle cars have huge appeal here. Plus, the character’s rebellious styling and attitude are spot-on.
Namshi and Tommy Jeans: Style Academy
Great influencer choices! Homegrown faces that genuinely connect with both millennials and Gen Z. The role-reversal concept was a fun touch (always wanted to show my teachers a thing or two about the ‘modern age’).
The art direction and cinematography lend themselves naturally to Gen Z-style storytelling, but the nostalgia bits felt like a box that had to be ticked.
The jokes could’ve gone bolder to be truly memorable. The campaign just leaves you wanting more; offline activations could have complemented the idea and rounded out the experience.
Emirates Global Aluminium: Made By Many
A beautifully grounded approach that highlights the real representation of Emirati women in STEM through honest, unfiltered employee stories, which makes it powerful.
Partnering with a local university adds real-world weight, turning the idea from online storytelling into something actually impactful. Beyond that, it’s a subtle yet strong celebration of Emirati culture as a whole.
By Miguel Rojas Ruiz, Director of Brand Marketing at Rove Hotels.
