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 Anton Marais, Senior Creative Director, Publicis Middle East.
Al-Futtaim Toyota: The Accidental Win
I remember the Toyota building fondly. Brands spend fortunes trying to become landmarks. Toyota managed it by accident and had the wit to notice. The film’s ending gave me real goosebumps, and owning a place in people’s hearts is no small thing for a brand. The mementos are a nice flex. My nag is purely commercial. Nostalgia makes me misty-eyed, but will it make people skip the flashy new electric vehicle (EV) for a Toyota? I’m not convinced.
I have a soft spot for work so rooted in its culture it could never run anywhere else. And this is exactly that. The street films were heartwarming, and I’d bet the target audience loved them. The togetherness-and-giving theme sits perfectly in Ramadan. Is it fresh or unexpected? Not really. But if a 20-year-old brand just wanted to earn its place in the Ramadan conversation, this nailed the tone.
Going where Saudis are is smart, and the audience logic stacks up. But building a gaming experience is becoming the box every FMCG brand ticks to feel young. A mini game with a logo on it is presence, not an idea. To make the interaction powerful, a brand should find an idea that lives at the cross section of the brand promise, the gamer’s needs and the game’s mechanics. I don’t need another branded game just because I like games.
Bank communication is rarely brave. For DIB, showing up during the geopolitical situation when many brands went quiet was a bold move. Based on the few films I’ve been able to watch, I would’ve liked more craft in copy and visuals. But communicating during such a delicate time has positioned DIB as a partner, and that’s what people expect from their bank.
AFC Asian Cup Saudi Arabia 2027: Ahlan Asia
“Ahlan” is a lovely strategic goal post. It’s warm, instantly understood, and true to the region. My frustration is the film around it. For a slogan built on a beautifully specific Arabic welcome, the execution is a montage that struggles to stand out among other great films in the sports brand arena. I saw glimmers of a truly unique Saudi Ahlan taking shape, but I would’ve pushed it further. The platform is catchy. The film plays it safe.
By Anton Marais, Senior Creative Director, Publicis Middle East.
