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 Sarah Forbes, Associate Creative Director (Copy), Impact BBDO.
The flash photography and chaotic moments capture modern life perfectly. Still, the layout and hierarchy make the ‘one less thing to do’ thought easy to miss. A clearer framing of that benefit would sharpen the impact. It’s visually alive, but needs stronger focus to connect the creative energy to the message.
Funny, confident, and full of character, but the car itself takes a back seat. The storytelling overshadows the product, missing a chance to link personality with performance. A few smart integrations of features or driving moments could balance the humour with desire. It entertains, but sells more attitude than car.
Namshi and Tommy Jeans: Style Academy
A smart, Gen Z-minded idea; students teaching teachers is a fun narrative flip and the casting brings it to life. However, the storytelling could use more layers and the art direction more refinement to rival the quirky naratives we are seeing from top fashion houses. It’s a clever, relevant concept, but could reach its full potential with greater visual and narrative depth.
Emirates Global Aluminium: Made By Many
I love the insight and ambition behind ‘Made by Many’. It’s a beautiful, important celebration of the collective strength behind Emirati women’s success.
However, the execution feels slightly restrained for such an inspiring idea. The film could have shown more visual diversity to reflect the range of women and their support systems. A bolder, more cinematic treatment might have helped it resonate beyond a corporate lens, but it remains a strong, meaningful piece.
The humour and relatability humanise Al Hilal FC wonderfully. Yet the card-game setup underplays Saudi’s stunning destinations, leaving ASFAR’s promise of exploration underexplored. With richer visuals and stronger narrative tension, it could have felt more epic.
The camaraderie and tone land well, but the creative ambition could stretch further.
By Sarah Forbes, Associate Creative Director (Copy), Impact BBDO.
