ArabAd

16/01/2025

OLIVIERO TOSCANI (1942- 2025)

Remembering the visionary Oliviero Toscani, whose provocative campaigns for UNITED COLORS OF BENETTON redefined the boundaries of advertising.

Toscani’s fearless creativity turned ads into powerful social commentaries, challenging conventions and sparking conversations that still resonate today.

His legacy will forever inspire the industry.

02/09/2024

Why have brands and their agencies, both of which have been quick to speak out on socio-political issues in the past, remained silent in the face of Israel’s war on Gaza?
A silence that not only permeates the higher echelons of adland’s holding groups, but independent agencies and their employees.

Why has an industry that is so vocal about driving positive change and campaigning for good suddenly lost its voice?

Iain Akerman writes for ArabAd about an advertising world that has opted to remain (shockingly) silent on Gaza.



Illustrations by Hibah Musthafa

Communication agencies and their staff stand accused of remaining silent in the face of genocide. Why has an industry that is so vocal about driving positive ch

02/07/2024

This BBC “Children in Need” campaign was launched during the Mental Health Awareness Week.

A project that gives children a visual metaphor to talk about how they really feel and understand other people's struggles too.
The response to this campaign is said to have been incredible.
Tagline reads: “some children carry more than others”

By BBC Creative

26/06/2024

Pringles came up with those creative seatings at bus stops in Lima, Peru.

18/06/2024

ArabAd’s latest issue is out!!

Two themes, if you can call them that, run through much of this issue – Gaza and purpose. They simultaneously contradict each other.

In a year of fierce debates about the value of ‘purpose’ in advertising, we ought to wonder why has the industry remained shockingly silent on Gaza? And what happened to the power of transformation that sits at the heart of our industry?

There are those who believe that brands and their agencies should play a far greater role in society by contributing to positive social change. In other words, they should be a distinctive force for good rather than a pure generator of profit. Advertising plays a big role in this.

And there are people who believe that purpose is a shortcut to awards recognition, not a defining characteristic that somebody should live by.
All of this is discussed within this issue.

Talking about awards, this issue emphasises the importance of creative awards in a time where awards season is in full swing.

We took a deep dive into agencies’ creative kitchen to see what is it made of, as we talked to some of the best creative leaders in the GCC on why awards matter, what it takes to win, their passion for creating standout work in this region, and the importance of multiculturalism in agencies.
They come from diverse horizons. They trace their professional trajectory— where they grew up and how they landed in the GCC.
Cultural diversity and creativity will always be intrinsically linked or so we are told: the landscape may be different but magic does happen when diversity and creativity combine.

On another front, play rewind and take a closer look at this year’s Dubai Lynx; also you may explore the manifold advertising shows shaping the global creative business.

We have it all and more in this issue and we hope you enjoy the read!
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Cover design by VML MENA Dubai
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12/05/2024

And yes here is another Coca Cola ad we believe is worth of note….

This campaign titled ‘Frame the Magic’ by DAVID Miami Agency campaign, which rolled our in April 2024, in Argentina & the US, is designed to encapsulate the essence of shared moments.

In an era where communal dining experiences are dwindling, Coca-Cola wants to focus on “real” relationships, recognizing the power of connection fostered around the dining table.

To reignite the joy of shared meals, special frames were conceptualized to immortalize these authentic connections during mealtime, celebrating the magic found in genuine human interactions.

The imagery intends to evoke a sense of warmth and nostalgia, set against the backdrop of a cozy diner scene, reminiscent of timeless gatherings.

It aims to portray Coca-Cola as more than just a beverage but as a catalyst for fostering meaningful social bonds.

The slogan "Real Magic" helps reinforce the idea that genuine moments of delight are elevated when accompanied by a Coke.

07/05/2024

David Miami agency has created this latest campaign for Coca-Cola, titled ‘Spills’, which sacrifices the iconic beverage in the name of connection, capturing those magic moments where our love spills over.

The core message is that whether you’re holding onto your partner or your friends, it’s always worth every drop.

28/04/2024

Coca Cola messes up its legendary logo… But it's for a good cause.

Every day, 1.5 billion bottles of Coca Cola are sold worldwide.
That's good for the company and its shareholders. A little less for the planet and its inhabitants.
�This leads to a challenge: that of recycling. And it has become one of the company’s top priorities.

"At Coca-Cola, we strive for a world without waste. We are working on product innovation to achieve our overall goal of making 100% of our packaging recyclable by 2025.
We also want to collect and recycle one bottle or can for every bottle or can sold by 2030.”

So Ogilvy NY came up with this remarkable OOH campaign.. A genius idea to squash their logo to indicate to do the same and recycle.
A picture of a crushed can and no one would have paid attention.
A red background with their famous logo squashed and everyone is watching.
Accompanied by two words and everyone understands: "Recycle me".
Brilliant!!

23/04/2024

In an industry dominated by the pursuit of faster, better, and first, DHL puts a spotlight on the extraordinary lengths it goes to deliver, no matter where they are.

Recognizing that nearly half of the global population resides in remote areas, DHL unveils its diverse and unexpected fleet of delivery methods through a captivating campaign by Horizon FCB Dubai.



https://arabadonline.com/en/details/ads-of-the-week/DHL-unveils-its-unexpected-fleet-of-delivery-methods-in-captivating-new-campaign-by-Horizon-FCB-Dubai

23/04/2024

We love this campaign by VML UK for Burger King UK launched during Easter break, when families gather and seek fun.
It is designed to position Burger King as the go-to spot for family outings during the holiday.
And by addressing siblings rivalry in a fun way, Burger King strikes a chord with audiences making this campaign relatable… and shareable.
A heartwarming film complements these OOH ads along with a smart promotion where the fast food brand invites people to “Bring your younger sibling and get a free King Jr. menu'.”
Thumbs up!!

08/04/2024

To stand out in a crowded category that tends to be generic, Panadol and its agency Grey Dubai and Grey Argentina chose to rather identify what can eventually cause the accident that would require you to take a panadol pill, instead of going for a visual representation of symptoms.

Through a series of domestic traps beautifully shot by Ale Burset, this campaign is designed to reminds us that, unfortunately, pain is everywhere.

Grey Global Group GREY Middle East & North Africa Haleon



https://www.arabadonline.com/en/details/ads-of-the-week/Panadol-highlights-series-of-domestic-traps-that-cause-stupid-little-pains

30/03/2024

Al-Futtaim IKEA introduces a campaign showcasing pet-related home mishaps to underscore the affordability of its products.

Through "Don’t worry, you can afford it," tagline, this print campaign, with 4 visuals portraying everyday products smashed by cute pets, is designed to give reassurance to pet lovers living home with their furry friends and not to worry about the beautiful mess they can cause, because getting a new IKEA item at such an affordable price makes it an easy fix.

Campaign created by INGO agency Hamburg.



https://arabadonline.com/en/details/ads-of-the-week/IKEA-Al-Futtaim-capitalizes-on-the-beautiful-mess-caused-by-pets-to-promote-affordability

21/03/2024

We love this OOH advertising campaign for Mother’s Day by Joe Fish agency for Abed Tahan brand..

05/03/2024

The Dubai Lynx has kicked off today and here are some snapshots of the festival.
LONG LIVE CREATIVITY!!

28/02/2024

A bit of optimism and much hope

As we enter a new year, agencies are adapting to a set of new and changing industry challenges.

2023 was a year of trials and errors, although mostly errors. The Lebanese market has not recaptured any mojo, yet there were glimmers of hope here and there. Nothing like the major resurgence economists had promised us, but also less of the doom and gloom that enveloped the sector between 2020-22.

What 2024 has in store still remains to be seen, but as per our annual tradition, members of Lebanon adland are kicking off the year with their thoughts about the 12 past months and what’s around the corner-- a talk that touches on a journey of persistence, determination, passion and love for advertising paved with struggles but also beautiful opportunities and mostly a fresh mindset.

Most of the ad players we polled for this issue recognize the need to instill some optimism for the future to encourage motivation and innovation, which means, despite the troubling times they are continually developing, and sharpening the saw in order to serve clients better.

Flip through this issue to get great insights on how agencies have been fairing in Lebanon and what is top of mind for marketers going into 2024. This is an overview about what looks as our business as usual, which is quite distinguished at all levels because Lebanon’s ad industry has its own trends, rules and pace. And it’s all reflected in this cover story.
Hope you enjoy the read!

Cover design by ORIGIN

19/02/2024

Have you seen that ad that has stirred a great deal of buzz lately?
It is for Comin, a young Lebanese insurance company, and has that quite ambiguous tagline, which reads in Arabic: “we stand by you” - which also means in Lebanese vernacular “you are having an erection”.

Any thoughts on this approach?

05/02/2024

The IAA - Lebanon Chapter HALL OF FAME Gala night broadcast on LBCI Lebanon Saturday February 10 at 10pm.

A memorable ceremony! Do not miss out!!