Bring them back to life, with Persil

July 28th, 2009 Zeid Nasser (Admin)

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Advertising Agency, City: TBWA\RAAD MIDDLE EAST, Dubai
Executive Creative Director: Milos Ilic
Copywriter: Bassam Doss/Sandeep Fernandes
Art Director: Daniel Djarmati
Photographer: Yang Tan/Groovy Studio
Advertiser’s Supervisor: Ashraf El Afifi
Via [Dubai Lynx]
Related Posts with Thumbnails

Entry Filed under: Agencies,Creative,UAE


  • restless

    i am looking for a good production studio (photography and 3d composition),. in dubai, lebanon or north africa.

  • Ibraheem Youssef

    Hilarious insight. Great Creative.

  • quick comment

    Everyone please see earlier post concerning Western creative directors with no idea about local cultures, two of these print ads have a half naked woman in them, how did that get approved? or maybe it didnt?

    And what the hell is an “ADVERTISING SUPERVISOR”?
    Mr Ashraf El Afifi, if you are supposed to be the “advertising supervisor” surely you should have supervised this ad before it came out. Where are you from mr Afifi and what kind of title is that?

  • M Jacob

    @quick comment,

    That’s Advertiser’s Supervisor. Big of the agency to give credit where probably due. Nice touch. The rest sucks.

  • M Jacob

    Why the obsession with death and sombre tones? Is it the worldwide economic downturn?

  • Magnetic

    Come on guys what’s going on? this is really weird, another culturally disconnected ads with only one Arab in the agency team (copywriter, and i won’t be surprised if his role was only headline translation) If this ad was targeting only western expats then it’ll work and it’s good, but that is not the case as most Dubai agencies operate regionally.

    Now here they’re trying to take an emotional approach by symbolizing ruined clothes to passed away people, but the big problem is that the whole concept of grief is basically different in ME than the west, you have to get involved in the culture to be aware of these differences.

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Although I do love the photography, the style is more inline with gloomy subjects. Maybe that’s what they’re trying to express when they say BRING THEM BACK TO LIFE.

    I feel that this brand needs to be bright, sharp, clean fresh etc…didn’t like it

  • tricky

    brilliant campaign

  • restless

    like it :)

  • Pointless Comment

    You know I read the comments from some of the plonkers on this site and mostly I laugh, but this time I feel compelled to leap in.
    Magnetic – The whole concept of grief is different in the ME. So what! The reality is that thanks to the power of story telling – movies and books and TV, this concept of grief is universal and when you are talking to a multi cultural audience it works perfectly. You sound like a client or a junior so be quiet
    Quick Comment -So Quick to throw in his naive 5 cents worth he didn’t even take the time to see the word was Advertiser’s not Advertiser. And as for Half naked women? Check out the window displays in the the 15 lingerie shops you find in every mall bro They are half naked. This isn’t an ad for a Mosque, so grow up. Better still go away. You feedback is a waste of cyber space.
    And no I am not from TBWA and dont know anyone there but this sordid little bitch fest from plonkers who make stupid comments on work, really gets on my tits.
    This site could be good, it could be a way for an industry, made of a whole lot of nationalities, doing ads for a whole lot of nationalities to share ideas, encouragement and constructive criticisim. Instead it gets dragged down by the endless, boring comments from a few bitter, insecure little losers.
    And now I will sit back and read with glee, the vitriol that is sure to follow this post. KMA
    Nice ads by the way

  • http://www.fuckoff.com moe fara

    i like this shit

  • Quick comment

    plonkers??
    Delboy is that you?

  • Magnetic

    really Pointless Comment, you’re being so desperately personal and aggressive, you think everybody has to agree with what you think?
    This blog is here to discuss advertising in the ME the good and the bad whether you liked that or not,
    It’s people like you who come out of nowhere, show how intolerant they are and start attacking others, so save us your “precious” personal opinions when you discuss ads

  • M Jacob

    The world isn’t a fair place, least of all the world of advertising. Nevertheless, I’ll take a minute and try to be fair. The print ads I’ve seen here may probably work better as a TVC or viral video (perhaps there exists a TVC, haven’t seen it). The print ads would be much better if they were ‘obituary’ style, with still grabs from the TVC for visuals. Copy for that could be real fun to write. Maybe it has been done before, haven’t checked.

  • Beirut

    OK, ladies and gentlemen, help me with this one.

    My rudimentary understanding of Islam is that only Allah has the power to give life.

    In which case, Persil are making quite a claim.

    The makers of washing powder have combined with the white goods industry to offer the moral equivalence of a deity.

    Hey, that’s some product difference

    Whilst I accept that Dubai is a multicultural society, I also know that its rulers haven’t exactly abandoned the daily ritual of observance.

    If these ads truly ran in Dubai it must of been in a publication so obscure that it was circulated under cover of darkness on a street corner.

    This is adblogarabia. These ads are cannesblogabullshit.

  • http://www.advertista.net Advertista

    I think this is smart and fresh, no need to take it too seriously as it isn´t meant to.

    This makes an impact which isn´t always easy for detergent to do.

  • restless

    i like these ads,, very interesting idea and art direction ..

  • Abu Ali

    Like it alot

  • joyce

    i am looking for persilautomatic ad from 1978.the theme tune was wouldnt it be nice by the beach boys

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