Advertisement
Agency Network: 
Published/Aired: 
February 2009

Description

Film advertisement created by Lowe, United Arab Emirates for MTV, within the category: Media.

Advertising Agency: LOWE MENA Dubai, UAE
Creative Directors: Mark Lewis, Sanjay Mathur
Art Directors: Layal Chuman, Shannon Waugh
Copywriter: Bianca Bernstein
Agency Growth Officer: Tarek Miknas
Director: Hadi
Production Company: Boomtown Productions
Executive Producer: Shane Martin
Producer: Rita El Hachem
Editor: Omar Abbas
Log in or register to post comments

Highest Rated

Guest's picture

I love this ad. The cast really rock!!!!!

Guest
Guest's picture

pretty disgusting, but good when it's finally paid off. also, copy feels a bit long -- would probably be better as a :30.

Guest
Guest's picture

fantastic.

Guest
Guest's picture

The payoff line would be better without the word "taste". It's too obvious. Too forced. Might as well say, "Every 12 seconds, someone chewses a lifetime of HIV." Lame.

Guest
Guest's picture

i dont think you can get hiv by chewing a gum someone infected with hiv chewed before you!

Guest
Guest's picture

That is the thing,the ad maybe make confused about this. And you cant´t infected with HIV with spit. It's dangerous for mi comunicate this message, bad Ad, sorry.

Guest
Guest's picture

That is the thing,the ad maybe make confused about this. And you cant´t infected with HIV with spit. It's dangerous for mi comunicate this message, bad Ad, sorry.

Guest
Guest's picture

well chewing gum is just a metaphor dude.

Guest
i am zero's picture

Very nice...

luv it!

---
pashya is zero

i am zero
Activity Score 142
Art Director |

---
i am zero

Guest's picture

nice

Guest
Guest's picture

supper

Guest
Guest's picture

its stupid

Guest
Guest's picture

remove it from tv.

Guest
Guest's picture

"well chewing gum is just a metaphor dude."

understood, but the metaphor is to close to the subject, therefore confusing. If the people would have i.e. stepped into the gum, it wouldn't confuse oral infection and HIV (just an example, would solve the metaphor problem, but even worsen the concept...)

Guest
Guest's picture

excellent. what out for this one in the big awards!!!!

Guest
thefakehuman's picture

dear guests, its not about fukin gum, the idea is worth taking a pause... since when did advertising become a literal business?... its about getting the message across and the message is clear... use protection...

thefakehuman
Activity Score 410

- Life Feeds on Life -

remotedt's picture

"i take people as they come..." nice quote!

remotedt
Activity Score 92
graphic designer
Guest's picture

stop thinking about the norm people! this is good, taking an item from the everyday norm which is the gum (to some it becomes "the everyday routine") and turning it into something drastic like this - in a way its disgusting but great message there..

Guest
Guest's picture

Wow, I quite like that. A clever way to get the message across.

Foul.

Guest
Guest's picture

Wow...i'm so impressed..this is SUCH a fantastic ad, and it really stands out against all the rubbish ads that are on TV these days!

It's beautifully directed, and the narrator and chewing gum metaphor keep you captivated till the end...love the soundtrack too..looks like everything's been very well considered and crafted..there'll be awards lined up for this one i think...

Guest
Guest's picture

Amazing...

Guest
brain123's picture

Weird, I'm disgusted and amazed at the same time...

brain123
Activity Score 830
Creative Director at Crea DRAFTFCB
mitchell clements's picture

makes me feel sick, get rid of it

mitchell clements
Activity Score 108
swansea metropolitan university |

mitchell clements

Guest's picture

nice!!

Guest
Guest's picture

great work. refreshing to see something different from everything else that been done in a very tough category.

Guest
Guest's picture

WOW. Great idea. Love it

Guest
Guest's picture

Great video and amazing payoff. As others have commented the execution and music all come together, my only question is why MTV is so heavily into public service advertising. I think they probably are the perfect medium for this message, I'm just curious if anyone knows the background to this strategy?

Guest
Guest's picture

this is copied from a government advert from Hong Kong..
it's a propaganda for taking 2nd hand smoke from cigarettes harms,
so they used this analogy of people taking 2nd smoke!
copy cat!

Guest
Guest's picture

a well executed, sensitive and creative tvc! Well done!

You're kidding right? How does a chewing gum ad for HIV have anything to do with second hand smoke? You must be deliusional my friend, what is with all the weird people on this comment section making uncultured comments?

Oh my...

Guest
Guest's picture

i'm afraid the guest commenter above is not delusional. this ad is indeed a rip-off of an anti second hand smoking campaign in hong kong. the hong kong version was aired in 2005. take a look at this before you diss:

http://www.admango.com/hkej/gif/antismoke01.mpg

Guest
Guest's picture

I get wat you're saying, but it's hardly the same. I wouldn't say this was a rip-off my friend.

Guest
Guest's picture

sweet commerical!!!

I have a feeling the people who are dissing you on this blog are local rival agencies, how else can you explain the TOTAL lack of constructive critisism and abundance of silly comments? I say, keep paving the way with ads like these..they rule!

Guest
Whitefang's picture

this is actually pretty good, the pay off is surprising but relevant. shame they had
to use the word 'taste' in the line though - kinda lame.

Whitefang
Activity Score 509
Guest's picture

I think this is an excellent ad. It has built upon an everyday action to deliver a message that could prevent a cataclysmic personal event. The messaging is subtle yet serious, shows excellent art direction and copywriting.

Two thumbs up to LOWE.

And no, I don't work for them.

Guest
feebes's picture

WOW. ...like, WOW. i was not expecting it to be an HIV ad...this was great. cutos to the art directors

feebes
Activity Score 29
home
Guest's picture

wow that ad is serious!! lowe mena did an amazing job well done guys.

Guest
Guest's picture

I really think this ad rocks. For those who are dissing please put up the links to your great work

Guest
Guest's picture

AS FOR THE PATHETIC COMMENTS, JUST MAKE SURE YOU GUYS ARE IN THE AUDIENCE WHEN WE'RE ON STAGE PICKING UP METAL WHEN THE ONLY THING YOU'LL BE PICKING UP IS A GLASS OF CHEAP WINE.

Guest
Guest's picture

Great use of metaphor. Great cast. Great art direction. Great delivery of message. Great insight. Great timing. Great choice of VO.

Altogether excellent.

Guest
Guest's picture

Brilliant!! Deliciously good..LOVED IT! Yeah..I dont work 4 them either!

Guest
Guest's picture

woOO :oD Love it :o) Ofcourse this ad is going to have it's critics, but in the end, when you strip it down and look at the basic framework of it all, it's a very well done ad - from the concept down to the execution... and it's very hard to find commercials like this that tick all the boxes AND give you goosebumps at the end... nice!! x x

Guest
Guest's picture

We work in a fickle industry, where people find it easier to critic badly than to compliment joyously.

The fundamental difference in creating the work to judging it is the actual passion.

The passion, perseverance & rigor behind achieving great work is lost in forums when people are allowed to often comment on work that is far higher than they themselves can achieve.

We should learn to push creative and compliment good creative ideas, as that is only way we as an industry can raise the bar.

On that notion, great ad. Keep pushing.

Guest
Guest's picture

BRAVO!!!!!!!

Guest
Guest's picture

Brilliant Ad. Very good analogy. Love the VO, it really drives home a very serious message to young adults.

Extremely Well Done.

Guest
Guest's picture

WOW!!!!! Amazing

Guest
Guest's picture

I love this ad. The cast really rock!!!!!

Guest
Guest's picture

cool

Guest
Guest's picture

Great ad! Well done!

Brilliant VO.

Guest
Guest's picture

HOTT!

Guest
Guest's picture

Love it - well done.

Guest
derya's picture

nice.

derya
Activity Score 302
Copywriter
Featured Content

Latest Collections

Advertisement