Thursday, November 16, 2006

How do you add life to life?

So du has finally arrived. To add life to life apparently.

A double page spread including an advertorial on some major local newspapers. How innovative for a corporate launch campaign.

After spluttering more PR and marketing bull shit than what all the Dubai Govt companies has ever managed to publish since their origin, the chairman of du finally came to the point.
"As a campaign concept, we chose an analogy that best allowed us to express these attributes. This analogy is water. The call of water is heeded by everyone, bringing people together - as does communication"

Water huh? I cannot think of water bringing people together, unless there is a flood. And I cannot make much sense out a lady walking by a pool, a tree, an ocean wave, a crying baby either. Or what 'reflects our dreams', 'reflects our reality', 'powerful' and 'passionate' has to do with water or how it 'adds life to life'. Or what it has to do with the du brand.

du. You have screwed up. Im sure the folks at Etisalat (and their agency Fp7) are smiling. Now that you have found your perfect match, you both can get married and live happily ever after.

5 Comments:

Blogger Dani said...

hmmm woke, have you seen their video ad yet? It looks very neat, and very international in quality. International in a way that most of the part of their video wasn't related to the UAE - which is their market. The vid ad focused on water then suddenly at the end of the video is an Arabian twist. Sigh. Hope they don't drown soon.

And yeah, they have an ad that quite made my day. I'll post it in my blog later on. ;)

9:06 pm  
Blogger Woke said...

I just had a glance at the video ad, not fully. But the whole water thing doesnt make sense to me.

I dont know if du's 'emotional connection' strategy is going to work or not. I dont see any message in the adverts that makes du look credible or why I should opt for them over etisalat except for the pay by second option.

9:20 am  
Anonymous Hashem said...

hey freak,

what freaking qualifications do you have in your life to address such an AD campaign as screwed one? why r u pissed off with everything that this city does in design? give yourself a break. you havent got the Noble prize in Arts and Design? or have you?

Du's AD campaign was very realistic and appealing in its content and creativity. And i dont know how the other freak commented that the Video Ad has nothing to do with Dubai? Its all shot in Dubai (the creek and Al-Ain)??????

Go got yourself some job, sell your Dubai Monopoly game set in Al-Munkhool street or something?????

Freak. If you dont like the country, buzz off to some kerala or something. FREAK!!!!!!!!!

1:42 am  
Blogger Woke said...

Hello Hashem,
I somehow seemed to have made you angry which wasn't my intention. No, I haven't got the 'Noble Prize in Arts and Design' as yet.
A advertising campaign is judged by the products consumer - not just creative experts. Now, if you are suggesting that everyone who dislikes the campaign should be deported from this country, there might not be many left here.
But I am giving the 'Al-Munkhool' idea a serious thought. ;-)

Yours,
Freaking W.

8:25 am  
Anonymous Anonymous said...

Who knows where to download XRumer 5.0 Palladium?
Help, please. All recommend this program to effectively advertise on the Internet, this is the best program!

4:32 am  

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