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 review of our ‘Works’ from September is by Dario Albuquerque, Executive Creative Director, M&C Saatchi.
RTA: Real Lives, Real Journeys
I really like the idea that we’re celebrating the Dubai Metro’s ability to enable, empower and connect. Not just the city, but residents who make a difference.
I just wish the execution didn’t rely on objectifying people of determination as inspiring heroes, to a melodramatic piano tune. This might have worked better if they leaned into the amazing things the hero achieved, instead of glazing over it. (Shoutout to the cute stamps.)
As a proud doggy dad, I find the insight and the idea brilliant. More power to the dogs. I’m kind of turning up my nose at the execution, though. It’s so subtle and hidden I’m not sure I’d even notice it while out for walks with Pebbles (shameless plug, sorry).
And that’s important because dogs haven’t learned how to buy their own food yet.
Would the average consumer realise that they’re supposed to bow down and scan the barely visible QR code? The film smells a little gimmicky because of this.
Such a smart and funny way to visualise the anxious voices in our heads.
The film perfectly captures the schizophrenia-inducing whirlwind of entrepreneurship without taking itself too seriously. It’s one of those cases where the strategic insight and creative solution flow seamlessly to sell a product in a relevant, relatable way. Good casting and art direction. We could all do without the cheesy ad-like music though.
Another ‘feel-good’ corporate manifesto for a cause … OK. I get that clients love these things and it’s an amazing initiative. But as creatives, it’s on us to find fresh ways to make these engaging or at least believable. I struggled to connect with the sanitised narration and heavy-handed acting, which is a shame.
I’m absolutely not the target audience, and yet feel like all my dopamine receptors have been hit. Yes, these guys obviously had a humongous budget. And Guy Ritchie. But the idea is smashing, and the resulting execution is a knockout.
It’s giving me art, entertainment, visceral emotion, and it makes me want to go and watch these guys beat the total snot out of each other to the world’s cheesiest karaoke tune. DA-DA-DAAAA!
