Nayaab Rais, Executive Creative Director, FP7 McCann 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 Nayaab Rais, Executive Creative Director, FP7 McCann Dubai.
Ahmed Seddiqi: The Difference Time Makes
Yes: “& Sons” exiting the family WhatsApp group with the line “The difference time makes” lands like a classy mic drop.
And: For the next anniversary, would love to see films go beyond manifestos or reinvent the format, just like the brand set out to do with its name.
Holsten: Georgina’s Favourite Treat
Yes: A simple and fun use of celebrity with the appeal of Beyoncé casually ordering shawarma next door.
And: Exaggeration can be a risky tool to play with, so performances must feel more authentic. Also, I am sure Rajeev sells more than stereotypes, so would love to see fewer tropes and more authentic charm next episode.
Yes: Thanks for making financial ads less boring. “Vroooosh. Ding.” is the Dua Lipa of money sounds.
And: Would love to see fresher metaphors for speed or, better yet, skip them entirely. Most people already know what fast looks like.
Yes: Short, quick-working promo that was all over my Instagram feed. So, was as popular as the animal videos that I usually watch.
And: Would be great to add depth to the concept to make it more than just a promo and a one-hit wonder. Less Vanilla Ice, more Ice Cube.
Tie House: 30 Years of Tie House
Yes: Zidan is charming, versatile and proof that footballers have more acting skills than faking injuries
for penalties.
And: Storytelling and execution can add richer narrative arcs next time so that the concept would feel less seen.
By Nayaab Rais, Executive Creative Director, FP7 McCann Dubai
