Invented by Volvo in 1959, in fashion ever since

February 13th, 2010 Zeid Nasser (Admin)

1960′s

1970′s

1980′s

1990′s

2000′s

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Advertising Agency: Memac Ogilvy & Mather, Dubai
Executive Creative Director: Till Hohmann
Creative Director: Preethi Mariappan and Ramzi Moutran
Senior Art Director: Satyen Adhikari
Copywriter: Melanie Clancy
Senior Graphic Designer: Tamzin Hoets
Interactive Art Director: Rafael Guida


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Entry Filed under: Agencies,Creative,UAE


  • http://www.fuckoff.com moe fara

    What a way to strike at toyota!

    However, Toyota’s current problem aint related to seat-belts :D

  • Menace Of Vanity

    Nice way to connect Massimo Dutti with Volvo’s, if 2000′s would be recognized for celebrity shades then what a pathetic decade we’re in :D

    moe, I don’t think it has anything to do with Toyota

  • http://www.fuckoff.com moe fara

    c’mon Menace of Vanity, it’s obvious :D

  • Ad Blaster

    Don’t get the massimo Dutti connection. Did they design the seatbelts?

    Conceptually this is so 80s. Playing on word puns. Either the creative team is in their 50s or don’t see award books.

    Volvo invented seatbelts. But when did they make it fashionable? It is just a utility, like airbags.

    The copy ‘Worn in the 60s with mini skirts’….WTF is that?

  • http://www.fuckoff.com moe fara

    Ad Blaster, yani once u buy the car, you will smell “That Old Fish Smell”

  • eh

    nice different campaign, but not interesting, so many messages that make it complicate.

  • http://mediame.com Zeid Nasser (Admin)

    Hello everyone… thanks for your comments!

    I will now post the video that explains this campaign. I got it with the print ads, but could not post it over the weekend.

    Cheers!

  • http://www.fuckoff.com moe fara

    Well ZN, I dun believe I have any thing more to say. but thank you anyway.

    LOLSSS

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

    Personally I loved it. What a smart and unconventional way of tackling the brief.

  • http://www.idonthaveaurl.com Old Man Obsessed with Safety

    I LOVE IT!!!

  • Golden eye

    Frankly speaking…
    Its one of the worst awarness campagin, I have ever seen,

    I really dont know what Massimo Dutti has to do with this & I really dont know what fashion has to do with such important subject.
    by the way if you look at any bag of Massimo dutti you will see
    (( SINCE 1986)) !!!!

  • feMinine guY

    why dont u show my comment plzz. i love volvo

  • Massimo Dutti her self

    I AM NOT THAT OLD!!

  • Massimo Dutti her self

    Cómo te atreves!

  • eh

    wow… really astonishing.

  • Massiomo’s Mom

    Saying that we make seat belt fashionable will not make me wear one. Saying IT WILL SAVE MY LIFE, WILL.

    Connecting Volvo with fashion in dubai doesn’t work. Where every second car is a bentley, i wouldn’t be cought dead in a Volvo and in Massiomo Dutti. Ceatives, wake up, do you yourself drive a volvo? It’s an old man’s car.

    Louis Vuttion would have been more apt.

  • http://www.fuckoff.com moe fara

    hahaha, this is really interesting thread

  • Golden Eye

    by the way I did something, much more intelligent & convenience where you can use the fashion to tackle a very important subject, but I didn’t release it yet because I didn’t share with the fashion house yet, I really have big doubts that this creative if you want to name it this way was shared with the fashion house, but if they did this is a big problem !

  • Golden Eye

    Dear Zaid, as you know good print ad doesn’t need a video to explain it ;)

  • Ad Blaster

    Agree with you Golden Eye. The video is obviously for the jury members :) Remember, it is Lynx time and suddenly you see spurt of ads from just one or 2 particular agencies from whom normally you see nothing the whole year.

    This is why the best agencies in dubai is still Team Y&R who is doing consistently great work that you see in TV and Newspaper.

  • http://www.fuckoff.com moe fara

    AD BLASTER, AMEN ON THAT.

    Y&R BLOOD HERE

  • sirjames26

    what an amazing idea.

  • sircharliechaplin

    what an amazing idea, I even fell of my chair.

  • Golden Eye

    Sir. put a seatbelt when you set on your chair next time;)

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