The Tide ‘X Ray’

August 6th, 2008 Zeid Nasser (Admin)

Tide

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Advertising Agency: Leo Burnett, Beirut
Executive Creative Director: Bechara Mouzannar
Art Director: Georges Hoyek
Illustrator: Mark Calina
Account Supervisor: Marwan Farraj

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Entry Filed under: Agencies,Creative,Lebanon


  • http://deleted Quick comment

    So why doesnt the surgeon take the white robe out and just use the obvious light behind it?
    This has to be one of the worst ads I have seen recently.
    Why does the surgeon looks so stiff?
    And i can bet you not one housewife would get this ad, this is a fake P&G ad, they would never approve this. You are associating sickness, hospitals etc with their products.

  • http://theadrenalinefix.com Adrenaline

    Its not that bad

  • http://www.ragejoadv.com restless

    i like :)

  • Happy Housewife

    Hey Quick comment. Are you implying all housewives are thick? Blow me.

  • Creative Rules

    This is one of the worst ads you’ve seen recently?

    Really Quick comment?

    Hardly.

    It’s easy to slam everything left right and center mate. Anyone can do that, But to stand up and praise an ad is much much harder. Because it shows you have conviction and taste. Something I don’t see you do. At all. In fact the more you do it the more credibility you lose.

    This is actually not a bad ad and to make the comment about associating sickness etc with their products is something you wouldn’t even hear from a junior client.

  • http://deleted Quick comment

    Yes, really creative rules it is one of the worst ads ive seen but mind you i do look at other blogs too and i see really nice stuff and its so disappointing to come here to see that theres still so much rubbish produced in the middle east. its sad.
    Im not a creative but ive worked in the industry long enough to see whats good and what isnt and if i see something here i like i would say so, im not scared to speak up.
    Creative rules, ive worked with P&G and believe me that is the type of comment they would say.

    Tell me what you like about this ad? i want to hear your wise words. Remember, execution is half the ad

  • Creative Rules

    I also look at other blogs. In particular Adsoftheworld. And believe me there are far worse ads there than this one and alot worse than the stuff produced out of the ME.

    I liked this Ad because of all of the bright white type ads that I’ve seen this came across as the freshest. I haven’t seen this before or anything like it.I don’t agree that this is badly executed in fact I can’t see how you could do it that much better. ie. Doctor holding up xray in front of his pure white coat. It works for me and I think it’s a pretty good solution.

    IMHO

    What’s even more interesting is you say your not creative. What area are you in? Client? Account service?

  • Creative Rules

    BTW. A doctor and a hospital enviroment is the ultimate place to make a clean statement. Afterall they have to be the cleanest and most hygenic places on earth. So I can’t see how any client (wanting to make a clean statement ) would have a problem with that.

    In fact they would be delighted.

  • http://deleted Quick comment

    Dont dodge the question creative rules….why do you like this ad?

  • http://deleted Quick comment

    oh i just read why you like the ad. i guess its personal, i would like to see this posted to adsoftheworld just to see the response from international ad people. Maybe its ok in the middle east but it wouldnt stand a chance in europe for example. I bet the owner of adsoftheworld didnt accept to post this on his blog.

    How can you say this?
    “I don’t agree that this is badly executed in fact I can’t see how you could do it that much better. ”

    The photography is 3rd rate, if a good professional photographer took this it would make a world of difference.
    The lighting, the positioning, the cast that was used, all of it looks very cheap.
    If you want to see how the same idea can be executed in so many different ways just go to joelapompe website and see how an execution can make a huge difference.

    ps. i have been all of the above, i even used to be a creative.

  • dozero

    I like this ad.
    Although, I agree with “Quick comment” that the look is cheap, the casting, positioning and the photography. It could be better.

  • Creative Rules

    Quick Comment,

    Apart from a subjective POV about the execution give me an intelligent constructive reason why you think this is a crap ad.

    Simply saying it’s one of the worst ads I’ve seen recently is something my ******** maid could say.

    By the way you used to be in creative? What you weren’t good enough to survive? Obviously. LOL

  • Quck comment

    i already did give you a constructive reason but you dont read, maybe your ******* maid can read it for you.

    Being creative wasnt challenging enough, creatives are oversensitive spoilt brats with ******* maids ;-)

  • Quck comment

    have a look at these creative rules.
    The bright idea for washing up powder is so old and overused, look how fresh these are compared to the one we have been discussing. Thats what i mean by the middle east is years behind. The xray idea could have been unusual and perhaps “fresh” about 5 years ago (if shot properly) but now now.

    If i cant convince you perhaps i can educate you a bit.

    http://adsoftheworld.com/media/print/tide_tomato_ketchup

    and this ofcourse

    http://adsoftheworld.com/blog/ivan/2007/jun/20/cannes_lions_2007_press_grand_prix_and_outdoor_gold_winner

  • http://mp3crown.com/ Maissy

    The base concept is good. I like this adv.

  • Gibbo

    quick comment.

    dont be so nieve. firstly, there are people on this blog with more international experience than you would believe. because we post on a middle eastern website, doesnt mean we’re from here.

    I think the ad works. its simple, i get it in an instant. pretty good stuff.

    referring to you photography criticisms, we cant hire Annie Lebowitz on every job.

  • Creative Rules

    You’re a failed creative, a failed account service, a failed client and now a failed advertising critic.

  • quick comment

    And you have a maid that cleans your bottom and cooks for you. It seems that you failed life itself and wouldnt last a week outside your parents house.
    No point argueing in this blog, im dealing with spoilt arab boys. A quick comment is a quick comment so im off.
    BTW Zeid, its not poilitical to say “Philipino” is it? And if its not accepted then you should also censor Creative rules comment too. fair is fair, right?
    Wish everyone the best of luck.
    ps i still hate this ad and no one can convince me otherwise.

  • Creative Rules

    Goodbye Dumb comment.

    LOL

  • http://moeys.net Moey

    I love it.

  • me

    leo r still in the 80′s.. boring ad.

  • khansa’a

    too faked ..

  • Creative Rules

    I’m sure Leo Burnett would be the first to say this is not a gold at Cannes but if it appeared in the local press it would really stand out and be noticed and that’s where I’m coming from. Bechara and Georges ignore some of the absurd comments made here guys it certainly isn’t a bad ad that’s for sure. Go for a nice ice cold Almaza in some great little bar in Germayzeh you deserve it.

    BTW it’s very obvious QUICK COMMENT, DOZERO and now ME are the same person. (But what is even more obvious is who it is.) LOL

  • dozero

    Creative Rules,
    you are always trying to be smart, you are f*cking idiot.
    Do not comment on others comments. Just take care of your shit.
    You know… I’m always ignoring you and your “SMART!!” comments.

  • Creative Rules

    So why didn’t you ignore this one?

    LOL

  • Creative Rules

    BTW Dozero, or whoever you are today, I know it’s very hard for you but try to post an intelligent constructive comment without resorting to personal abuse.

    It’s much ‘smarter’.

    Cheers

  • dozero

    Who is talking?
    Someone kisses asses to find a better job in another agency in the future.
    LOL

  • Creative Rules

    Dozey,

    It is better to be quiet and thought of as a fool then to speak up and remove all doubt.

    The more you post the more you reveal who you really are.

    BTW I thought you were ignoring my posts? LOL

  • dozero

    Hey you… smart… bsssst… ignorant…. bsssst…
    I really remove my doubt about you.
    Back again to ignore you….
    LOL

  • Creative Rules

    Bechara/Zeid,

    Are there any more ads in this campaign?

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