As part of Campaign Middle East’s The Annual 2024 issue – which also features in-depth lists such as the Top 20 news stories, Top 20 media milestones, Top 20 movers and shakers, Top 15 adtech announcements, Top 10 Pitches and Top 20 integrated and digital campaigns – The Spin has compiled some of the top mishaps in the world of communications from 2024.
During their stay in Saudi Arabia, The Spin was greeted at the room by the hotel’s housekeeping attendants, who asked whether The Spin would like any “irony”. Nothing made sense until the attendants asked whether they could show what they meant instead of repeating the word ‘irony’ at varying speeds. They slid open a cupboard within the hotel room and pointed to the laundry bags, which had us laughing out loud.
This one from the airport was a bit ‘nuts’. The overcautious hosts left no stone unturned to warn those allergic to nuts. Clearly the term ‘almond-stuffed’ in the first line didn’t cut it, so they ‘shelled out’ an explanation.
The Spin took a spin on the Dubai Metro and came across a poster for a voice and video calling app in the UAE that now permits payment transfers as well. The ad creative, which is culturally relevant and reads perfectly well in its original Arabic text, has been unfortunately translated verbatim to English. If you figure it out, let us know.
The Spin also came across a score of Google Translate-d signs in Japan that left us in fits of giggles. We especially choked on one that read, “Please pay for the congestion at the same time.” We still have no clue what that sign intended to say.
Guess we are as allergic to ‘water is wet’ signs as some others are to peanuts.
The Spin took a ride down Sheikh Zayed road and turned off into Bur Dubai, because it found a transport van that asked: “Are you following us? (on social media)”. At first glance, it seemed cheeky and catchy, until The Spin realised that it was a great call to action without any way to actually action it.
The Spin is a huge fan of Sobha Realty and Arsenal FC, but we had to include this promotional photo on this page. Sure, the four-year sponsorship with the Premier League club is a big deal, but perhaps it would be prudent in the future to ensure the football stars don’t block the logo awkwardly, unless it’s a reference to the position of the club on the Premier League table?
Does the math math? This ad for a laptop had us questioning the years we spent in school. What’s the discount again?
We, English speakers often get confused by translations (as with the congestion notice in #4), but it must be just as hard for the those adept in other languages who look at two headlines in English that mean the same thing, but use words that seem the opposite (in this case, ‘lift’ and ‘drop’). One can imagine the confusion these headlines caused.
Remember the torrential rain in the UAE? Here’s one that The Spin found while keeping a close eye on weather updates.
Read all the lists from Campaign Middle East’s The Annual issue here.
