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Broken

Agency Network: 
Published/Aired: 
April 2008
Description: 

Direct advertisment created by JWT, United Arab Emirates for AIG, within the category: Professional Services.

Advertising Agency: JWT, Dubai, UAE
Creative Director: Chafic Haddad
Art Director: Tarek Samaan
Copywriter: Hari Krishna

Comments (5)

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morris_pinewood's picture
morris_pinewood
Activity Score 31

Great work Chafic! =)

Vicomte's picture
Vicomte
Activity Score 287

The same idea was done for FedEx. A vase was broken. And a paper were placed in, where was written: "Next time you´ll use FedEx.

Abraham.Gulf's picture
Abraham.Gulf
Activity Score 14

Ho Ho... Is it Christmas already?

When I order my antique artifact it comes with inclusive marine insurance.

And 28% called back... it really must be xmas! (note use of exclamation mark - thus hinting the elation caused by the early arrival of such festivity.)

cullers's picture
cullers
Activity Score 332

I think it shows good insight into the mentality of the target audience.

BigBrother's picture
BigBrother
Activity Score 94

FedEx did it for sending articles, now AIG does it for insuring them. Both with great results. For us it's less impacting because we've seen it before, but AIG's target audience hadn't. There should be a system to replicate great ideas in markets where they are still "fresh". Scientists do it. Doctors do it. Economists do it. Everyone does it, while in marketing we still argue about Absolute Originality. While important, is it always practical?

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