Change: Change in Saudi Arabia, 3

Cover anything but the lingerie.

CHANGE is an international upscale brand providing quality lingerie, swimwear and homewear. The objective of the ad was to announce the launch of CHANGE in Jeddah, Saudi Arabia. The ads' main focus is to utilize the concept behind censorship in Saudi Arabia to pull focus on the Brand's product line and to transform censorship into art. The ads are all in English, as they target an upscale bilingual audience.

Advertising Agency: Ogilvy, Jeddah, Saudi Arabia
Creative Director: Mazen Hassan
Art Director / Illustrator: Yasser Alireza
Copywriters: Yasser Alireza, Fitna Nazer
Account management: Khaled Shalha

May, 2008


getconnected2001's picture
987 pencils

whats a lingerie ad with skins covered?

mishkaa's picture
296 pencils

thats the idea....

azeem william's picture
azeem william

i love the whole concept and idea fantastic work intellegentaly u (ogilvy creatives) done, GRAB THE ATENTION this is a an extract thing in your campaign,

Guest's picture

In Saudi Arabia, all the ads where there are women, if the woman was not decent, they cover the skin with a marker, cover her arms if she was wearing sleeveless, her breasts if her blouse or shirt was open and her boobs are about to pop out, her legs if she wasn't covering her knees. I know this may sound ridiculous, but this is the culture, I may not like but I have to respect. Anyways, after all the explanation I just mentioned, the idea of the Ad that they are keeping the lingerie uncovered.
I hope this was a good explanation was a bit useful or helpful.

Guest commenter's picture
Guest commenter

I think its a bold move with relevant message. Congrats to the team.
Being creative is the only solution for all problems.

ChuckNorris's picture
834 pencils

Brilliant way to show lingerie in a country where you absolutely can't show skin.

nian100's picture
4 pencils

It’s a brilliant add not only was it able to carry the brand, it displayed the product, in an environment that has a lot of constrains, great work and good thinking.

kholoud's picture

very smart to use the constrains to play with it rather then let it hold u back..respects to the creatives and art directors :)

Jay_anth's picture

Wonderbra used the concept of censorship in Arab coutries well. Couldn't find the link. But I guess people will know what I am talking about.

Guest commenter's picture
Guest commenter

Um... The wonderbra ad never ran in Saudi, because there's too mcuh skin showing. You could say the creatives saw it and stole it. Truth is, most agencies try to stay away from coppying. I'd like to think they had the right intentions at heart. Sorry Jay, I think they are both related to the same insight, but are different in message. What's wrong with popularizing a taboo subject anyway.

By the way, I heard this CHANGE ad was stopped by the Chamber of commerse in Saudi the first time it was sent for release. They thought it was poking fun at the cultural boundries or something to that effect. Now that it's out, I guess they changed there mind.

Azeem William Sahotra (Pakistan)'s picture
Azeem William S...

Love the idea, fantasic work, good art direction and excution, i liked it cuz it is an bold step in the region like Saudia Arabia, these sort of garments i dont think so in Saudia are allowed to advertise openly but i give all the creadit to Ogilvy Creatives they done a great job, i love the concept nude portion of females cencered with marker which is a often habbit in Newspaper of these regions, i personally extract the main point from whole campaign and that is "GRAB THE ATTENTION"

batetoo's picture
54 pencils


booboolicious's picture

I think it's ironic that the same country that sets regulations to censor ads this way might actually reject this one because they think it borders sataire.
I'm glad they approved it. It's not such a bad campaign.

skinny's picture
161 pencils

It's great to finally see ads that creatively tackle real social/cultural obstacles for a change. It's an inspiration to the rest of us who don't come from the west. Well done, guys!

Guest's picture

So nice ilike this articles.

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