ِAfter a rather disappointing season this Ramadan with little good copies; Hany Ramzy's thighs, and the Fridge that el gen el azra2 el quite fond of.. Techno Mobile come to us with a fresh concept in 8 different copies that are all as hilarious..
It is becoming inevitable that mobile is the most important device in our lives, it is the one device that does not stay more than 10 meters away from you at any point during the day, you wouldn't go back home if you forgot your wallet but you'll definitely go back for your mobile.... need I say more?
With more than 120% penetration on mobile phones in Egypt, it is about time to elevate the smartphone penetration, currently sitting at a mere 15-20%.
Not the whole world can afford an iPhone 5S or a Samsung G5, someone had to step in with a more convenient option.. a more affordable thus attainable option.. is Techno Mobile that option?
From a campaign point of view, the ads are great.. Great creative input from BBDO Cairo, great interpretation and cinematography from award winning director (and ex creative director) Ali Ali..
- A lot of people look at the campaign as an elitist one, looking down at doormen, mechanics, makwageyya...etc.. Well the fact of the matter is, if you're already one of that class, you'll probably just find it funny because these are situations that you come across in your day to day..
Haters will always be haters... But that wave seems to be gaining popularity
- The phones sells itself as the "Smartphone for everyone"... I dont think "everyone" can particularly afford a phone that is 2300-2800 LE... Coming to think about it, the caliber we saw in the ad would be barely making this amount of money a month, let alone spare it on a smart phone for their leisure.. so I'm not sure if the disconnect here came from the client brief (which didnt highlight the price), or the agency that took their humor way too far to actually omit the fact they're actually going off brief..
Either way, being so humorous about a certain chunk of society, while giving them a phone they can't afford will definitely loop back to point #1, that you're actually making fun of them...
Also one piece of advice to Techno Mobile social media handlers, make your dialogue on Facebook in Arabic, immediately... Some people are already not too happy with the ad but are asking for the phone anyway, at least reply back in the language they prefer; don't talk from your ivory tower up in the sky.. they wont like it and they'll lash you for it... soon
Thank you BBDO and Ali Ali
Hope Ramadan is treating you well so far..
As we approach the end of Ramadan with less than 10 days ahead of us, I took all the time possible to wait for these to counter the damage they've done to us over the past 20 days.. But since there wasn't much into their campaigns than what we actually saw... so i'll have to crown them the worst of Ramadan 2014
With a series of very frail teasers that leave you not longing to keep track of what comes next; they come to us with this copy.. A TVC that says nothing about the brand, humiliates Hany Ramzy by dancing in his undies (a sight probably no one would want to see) and destroying a classic piece of Egyptian culture.. Fouad El Mohandes' and Soad Hosny's musical from Ganab El Safir (1966).. Even worse, they haven't even paid the rights to the music, thus why it's been taken off air.... El Hamdulellah!
A silly copy that was wisely replaced with this copy.. Which i think is a much better alternative, but the damage has been done anyways... The sight of Hany Ramzy's thighs will probably stick in my memory for a while..
As far as a non-MBC Masr viewer is concerned, Vodafone is not doing anything this Ramadan.
Don’t get me wrong, I like the program, a lot actually.. I just hope this doesn’t kill its flow.. They have a good platform, good ideas, an amazing crew that can get them places… If people get to see them properly!
A quick counterargument to myself though, if they’re giving out a 100 thousand pounds a day, you might as well want to tune in and see if you got lucky.
Hatooli el copywriter abooso… Brilliant campaign, want to see it over and over again.
Again, the choice of cast, the situations and the reactions are just hilarious… I personally reenact the Hashtag copy with my son 2-3 times a day.. just hilarious.
The insights there are quite vivid to everyone, yet the KTP team did a great job putting them all together, to bring us to the conclusion that we really need to change how we operate as things are indeed moving very fast around us..
Who now doesn’t see a 2 year old using a tablet better than adults, weird kids in weird clothes and haircuts that change every 2 months.. The hash sign has always been there on telephone dialpads, nothing fancy there.. until the launch of Twitter, skinny jeans (and its 90s version of bantalo esteretch) have always been a part of a girl’s wardrobe, till a couple of years ago where they crawled into men’s fashion as well..
If I were them, I would stop taking ad contracts for a while, if this drags longer I think it will actually hurt their career where people will be bored of hearing them already, they’re all over the place.
Again, don’t get me wrong, I love the Cairokee crew and really admire their talent, but hearing them in one ad is great, hearing them in 50 ads is exhausting your talent.
That’s all I got for you this time around
Till next time, stay safe..
- 3 Chefs
- Cadbury Dairy Milk
- Coca Cola
- Dice Underwear
- Egypt Tourism
- El Masreyeen Cheese
- Fantaloup Fanta Cantaloup
- Mega IceCream
- MIsr El Kheir
- Mountain View
- Palm Hills
- Schweppes Gold
- Scib Paints
- Shay El Aroosa
- Telecom Egypt
- إعلانات، رمضان