25july2007wednesday

eyes were on the clock at 06:04


Advertising:

Reviewed ads that got repeated in today's GN
Omniyat-44, Al Husaifa (shoppotunity-01), Etisalat (whereever you go..-15), Arwa (Lady-18), Onyx (one,twofold...-32)

1. Nissan Campaign - Ad4 (GN HPg-33) *

HD: This summer buy a Nissan and travel the world

Copy: Pick up more than holiday memories with a 2007 Tiida.

Along with low monthly installments of Dhs. 825 on Tiida and FREE travel vouchers workth of Dhs. 3000, you also get a chance to win a holiday package to France, Malasia, Jordan, Seychelles or Australia! Rush to your nearest Arabian Automobiles showroom and get ready for the holiday o a lifetime.

* This is the 4th ad of the campaign. It seems after doing two good ads, they lost interest and extended just for the sake of doing a campaign. The execution is bad and ameture

2. Noor Islamic Bank (GN Appointment pg-4) ***

HD: THe bigger the career opportunity, the braver you need to be.

Copy: Do you have the initiative and drive to take a team from zero to infinity? Zero because we are just begining, Infinity because we have ambitions to be a multi-talented, multi-cultural and multi-dimentional team of professions. Professionals who will take on the responsibility to shape a bank that will take on the world. If yes, please apply for the various positions that are offered on www.noorbank.com/jobs.html

*** I don't know whether they intentionally made the lion really big and out of proportion to support the headline concept. But the brain behind taking a fullpage brand ad in the appointment section really deserves an applause.
3. Qamardeen Hotel (2nd ad of the Campaign - GN HPg-40) *
HD: I. M. Mine.
Copy: This is my space in Dubai, my home away rom Rome, or Mumbai, or Lodon. It's my blend of my work and my life, my balance, warm, friendly, edgy, diferent, interesting. That's me. That's mine. Qamardeen. It's Dubai, my way.
* First ad was better.. Somehow they lost the synergy when reached in the second one. Perspective is wrong, even the lighting... When two or three images combined to form one visual, no matter those were shot separately or hired images, the challange of the art director is to conceive the totality, in terms of 'common' light sources of the whole visual, and perspective, and elements in the frame, and composition... it's a make-belief. It's mathematics and physics - he has to calculate the segment joints.. and individual lighting and perspective, all to make one single natural imag - the viewer should not feel that it was a combination of segments. It's like how Jurrasic Park was shot. The Dinoser was created later, but the director had shoot the people in action, their eye and body-movements in motion (kinematics is the technical term) in advance. The modern trend of Art direction is more scientific for creating surrealism, rather than concepts or jargons.