Zahir Mirza, Executive Creative Director, C2 CommsCampaign 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.
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 thesnoremeter.com 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.
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.
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.
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.
