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 Serge Asaad, Co-Founder and Creative Director at Bigsea.
It’s hard for adidas to miss the mark. They hit the spot with this one, yet again. On par with some of the most iconic global films they’ve produced, this one really inspires a generation to come using well-crafted visual language and style. Everything about this was captivating, and it’s good to see the Arab world take a few risks and not over-polish celebrities and reality.
Clever. There wouldn’t have been a nicer way to try and get involved with the World Cup hype, from a brand perspective. Didn’t try too hard, kept it real, and allowed for Pogba and the racing camel to play along the lines of absurdity.
Umniah by Beyon – The Journey of Legends
The streets of Jordan come alive in this film: check. The song is grand and climactic: check. Football heritage is centre-stage: check. The perfect recipe for a great World Cup tone that erupts with energy, though it sometimes falls into familiar national-anthem-film territory. For a team’s first time on the international stage, this is exactly what they need.
Property Finder: Where The World Come’s Home
The insight, and execution in AI are both equally impressive as they are interesting to watch. I think it is slightly too elevated and ‘brand-film-ish’. The real insight is incredibly human: friends in one apartment, different accents, different food, everyone supporting opposing teams, arguing and celebrating together. That truth could have produced something edgier, funnier and much more distinct. In hindsight, considering the probable budget, and AI limitations, the execution could not have been better.
Lay’s is an icon when it comes to the world of football. I don’t remember the last time there was a major footballing event, without a memorable Lay’s commercial. This one probably works for driving entries, but creatively it feels generic. The inclusion of Saudi football stars does carry its own weight and is generally viewed as more than enough. I’d like to see a bit more creative usage out of celebrities in the region.
By Serge Asaad, Co-Founder and Creative Director at Bigsea.