Ramadan 2014 - The Sh*t Ads post

Hello Friends,
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


Being the local underwear brand in the country, it was no surprise the Cotonil will go with a local activity.. But this, this is just taking local and throwing it out of the window...
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..

Bank Misr:

OK so weak creative with bad humor is one thing, but an entirely stolen concept that has absolutely no cultural relevance is just absurd.
Riverdance has risen to stardom in the mid 90s when introduced to stageon EuroVision by an Irish couple… So its not only pertaining to a certain culture, its actually very specific to a certain family that seem to have made this a profession.. The relevance of this copy to anything Egyptian has raised a lot of eyebrows and created a major wave of questioning and ridicule on social media, such as the below.

Recipe of a failed copy, a bad song with inaudible lyrics and incoherent choreography that is not even in sync.

What really bothers me actually is the fact that for the past couple of years, the Bank Masr people have always come to us with pretty decent copies (Corporate Copy and and Masra7eyyat in 2012).. Too bad they approved this concept this year..

Mega Cookies:

OK.. so I took my sweet time with this, watched all the copies, over and over again… Asked friends inside and outside the industry; thinking that something is wrong with me and I cannot get it..
Turns out that everyone share the sentiments to the Mega Cookies ad… a horrible set of ads that have nothing to do with….. anything, really!
From standing at the edge of someone deathbed to getting robbed to a Korean ping-pong…. What are they trying to say here… seriously?
I’ll do my best to decipher the message here… amongst all life’s pressures, Mega Cookies will take you out of it all on a 5 minute journey of indulgence that you won’t feel anything else around you?

I think the team at Nestle thought that it would be a good idea to take things over the edge and take the risk of an eccentric copy, as they did with the first Maxbon copy of 2012.. but this one was taking it a bit too far..

The result? A major backfire in Nestle’s face that dropped brand love to subzero levels in a jiffy… khosara!

Concluding remark
I'm not writing all of this just to shoot someone in the foot, hope the makers of these ads take this critique with an open heart, use the learnings and run with them for a better stronger come back next season

Till we meet again,


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