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Agency Network: 
Published/Aired: 
May 2016
Emirates Lands Print Ad -  The Big Pipe

Description

Print advertisement created by FP7, United Arab Emirates for Emirates Lands, within the category: Professional Services.

Caption

Live Bigger Than Life

Advertising Agency: Fortune Promoseven, Abu Dhabi, UAE
Creative Directors: Moh'd Ali
Art Director: Moh'd Khatib
Copywriter: Moh'd Ali
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Guest's picture

Very nice work

Guest
Blashyrkh's picture

This is not a pipe.

Blashyrkh
Activity Score 32890
Art Director
Wordnerd's picture

i got it ;)

Wordnerd
Activity Score 6692
Copywriter
A stranger abroad's picture

Clever Foucault.

A stranger abroad
Activity Score 427
Copywriter at Singapore
Guest's picture

Where is Leo Di Caprio? :-P

Guest
RAM KATE's picture

Elementary,Dr. Watson.

RAM KATE
Activity Score 765
Copywriter at Marketing |

RAM KATE

Guest's picture

Lovin the artwork!!!! copy is quite a thing as well...

Guest
Guest's picture

Some of the worst copy I've read.

Guest
A stranger abroad's picture

They must rally love that line about noteworthy living.... it's on the ad twice. Afraid people will miss it? Or is it a puzzle? Which is the headline and which is the endline?

Other than that, the copy is almost embarrassingly fawning, which seems to be popular in Asia and the Middle East.

A stranger abroad
Activity Score 427
Copywriter at Singapore
reactor's picture

Agree. Thinking in the local languages and translating it to English. It never works. It is an interesting visual without any support.

reactor
Activity Score 294
Creative Director, Monsoon Marketing Communications, Doha, Qatar |

Reactor

Dev Kumar's picture

I disagre. I think the copy supports the visual quite convincingly. Why isn't it okay to think in the local language and translate it to English? If English is going places and adapting to the local environment everywhere, what's wrong? Natives of England ought to be proud about this rather than indulge in such old fashioned post mortem about the globalization of English.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
A stranger abroad's picture

I have no idea if this is translated. And while not a native of England, I am very grateful that 'my' first language has traveled so far - even further than the 19,000 km it came to take root in my home.

This particular ad shows no sign of being written in English as a second language, and the grammar and syntax seem sound. Congratulations to the writer. However, I still feel the copy is fawning, spending more time buttering up the target than trying to sell the product. Perhaps this is a cultural difference. As a Westerner, I tend to equate excess flattery with insincerity, and put the shutters up. Flattery is cheap, and rarely sincere.

And I definitely do not like running the end-line twice. Just my opinion of course.

A stranger abroad
Activity Score 427
Copywriter at Singapore
Dev Kumar's picture

If you're not from Britain and 19,000 kms away, you'd probably be a New Zealander or an Australian. If that's the case then, geographically you're not a westerner and there's quite a bit of the east in you. While I appreciate the fact that flattery is insincerity I'm not quite sure if it's an eastern preserve. You see, these days we're not as close to the west as we were during the days of our forefathers who surely knew the western man much better than we do. I'm quite sure that they also knew if the westerner in those days enjoyed flattery. After all it's quite an infectious little monster. You of course, meant that the westerner won't ever dish out flattery the way easterners, in your opinion, do. Well, you're up against it on that. In marketing, flattery is often taken for granted and most customers love it even if it appears insincere at times. Having said that, I agree that notions of flattery differ with cultures and values.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
A stranger abroad's picture

Yes, I am a New Zealander. And while my grandparents came from England I am not English. You are right too that geographically I am not a westerner but a southerner, however I feel that culturally I am part of what is loosely referred to as the western tradition - or even in some quarters as western civilization. (And yes I am aware of Ghandi's amusing comment on 'Western Civilization').

I also agree that we are all in fact susceptible to flattery, but to be really effective, it has to be subtle and not seem like flattery. I feel this ad is 'laying it on a bit thick' to use an idiom from my neck of the woods. Just my opinion of course.

You made a good point too about Westerners enjoying flattery in colonial days. I am sure like other human beings we still do. But from my reading of the C18 and 19, the British - and caucasians generally - then really did think they were superior creatures - an attitude I am happy to say is not as universal as it once was. It is easier to flatter someone who is under the delusion they are really are superior for reasons of class, colour, wealth or whatever.

Perhaps this applies to the target market of the ad too. I do not know. I admit I am not familiar with the Middle Eastern market and am really only just coming to grips with the Asian market - and that in a very Western-oriented Asian country.

A stranger abroad
Activity Score 427
Copywriter at Singapore
Dev Kumar's picture

Point taken. Well, the target group in this case is most probably, the wealthy Arab sheikhs. Honestly I also don't know much about Arab psychology, elite or otherwise and I can only guess which could be as good as yours or even worse. However I feel that the copy in this ad reflects the TG psychology because I'm quite sure that the copywriter knew what he was writing and for whom. I can't dismiss this as an insincere ploy to influence someone because the cultural pull of the target market apparently requires such a tone. But I appreciate your point about this 'delusion' factor and I hope that the copywriter here wasn't influenced by it.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
kurtberengeiger's picture

I'm not a big fan of this advert [for many of the reasons already stated] but I really liked this exchange of ideas. Thanks.

kurtberengeiger
Activity Score 7323
Copywriter
LeeMoh's picture

I am afraid I disagree in my turn, Dev.

Advertising pros should never speak but the language by which they think, which is the Arabic in this case.

And if they should produce an English ad then they should totally retune their thinking to fit to the English speaking audiences in UAE.

Who are those audiences? No doubt western and rich asians. And these do not think like Arabs, as such, they should NOT be addressed like Arabs.

I agree with "A stranger.." the copy is very embarrassingly fawning for native English speakers.

Even when I imagine it in Arabic I find it over complimenting and a bit cheesy - as if the writer is talking to some Sheikh. Actually even Shiekhs got fed up of the beggars' approach.

Plus, I'm sorry to say the visual-copy harmony is debunked with flatulence! Unless a very late and weak attempt of a "giant in every sense" in the body copy, I don't see any support between visual and copy.

Good art, though.

LeeMoh
Activity Score 424
ManojMaani.com's picture

Brilliant art

ManojMaani.com
Activity Score 121
Sr. Art Director, Maa Bozell, Bangalore
iT-iS-i's picture

Weak thought, coupled with a not so bad execution. This by no means convinces me and i doubt it will anyone else.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

Guest's picture

the visual and copy are both lame

Guest
Guest's picture

Really nice

Guest
Wordnerd's picture

that's everything i don't like in an ad. a halfway there idea. claim as headline. strange visual not supported by a straight copy. bad copy full of blabla. horrible spelling. And what is 'Melody Homes'? A hotel? an estate agency? furniture? moving company? and no: i'm NOT googling it.

Wordnerd
Activity Score 6692
Copywriter
corporal_hicks's picture

The reflection looks weird...

corporal_hicks
Activity Score 365
Art Director
asgeirvisir's picture

I love the Artwork... Except for the thing that the reflection of the pipe is not the same as the ship... It seems it has "two suns" so to speak... semi noobish faihl

asgeirvisir
Activity Score 16
Freelance Graphic Designer |

-Vísir

Guest's picture

ooohhh!! i so want to live in 'melody homes'... this ad sucks!!

Guest
Guest's picture

beautiful job dude ;-)

Guest
SoCH_TO's picture

Good work !!

SoCH_TO
Activity Score 967
Art Director |

Live with Passion

angieraj's picture

Advertising "this" to Arabs?? Seriously?
I agree with Wordnerd, its got a visual that isnt connected to the copy which is bad in the first place. And what is the product??
As an advertising professional, I still dont see the connection, I suspect the Target Group ever will.

angieraj
Activity Score 428
Turrino Advertising LLC |

Cognito Ergo Sum

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