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 Alex Pineda, Chief Creative Officer at Horizon FCB.
Samsung MENA: You Deserve More
I liked the initial parallel between breaking up with someone and breaking up with your phone – it’s fun and fresh. However, after a strong start, I felt the ads fell into a less exciting, plainer and unsurprising approach.
Beautifully filmed – the craft is definitely an attribute worth highlighting. The idea aims to be emotional; however, in my opinion, it isn’t particularly outstanding or original.
Extremely well executed, the film showcases such dynamic editing that it manages to make ‘cool’ a very straightforward selling proposition. The cheeky (and brave) writing in the mushroom piece makes me wonder how they got it approved! Well done on that one – nothing else really caught my eye in the rest.
National Bank of Egypt: A Call To All Egyptians
A quirky approach to a very serious topic, such as financial safety. Translations never do justice to the intention and craft of the original work, and I’m sure it connects better with the local culture. Perhaps not my style of advertising.
I’m not sure if digital cars can actually get stuck inside a video game; however, this parallel between the game and the real world is catchy. Putting aside my doubts about the technicalities and how it works, I believe there’s an interesting idea there.
By Alex Pineda, Chief Creative Officer at Horizon FCB
