Change Lingerie: Change in Saudi Arabia, 1

Censor anything but the bikini.

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
Published: May 2008

17 comments

ivan's picture
ivan

In case you're wondering what's going on here, here is an article I wrote about Censorship in the Middle East and other aspects of visual communication.

Ivan Raszl, admin of AotW

jazarah's picture
jazarah
1262 pencils

did they write censor with an "S"?

Guest commenter's picture
Guest commenter

YES. TO IMPLY ON THE WORD SENCE. IT COULD BE DELIBERATE.

jazarah's picture
jazarah
1262 pencils

Sensor is not a verb, it's a noun an it the tagline it was used as a verb, I guess

restless_r's picture
restless_r
277 pencils

ya and the models are saudi :) ahahahaha funny

Guest commenter's picture
Guest commenter

The S is deliberate to hint on the word sense.

Guest commenter's picture
Guest commenter

there's no point making the models saudi. This kind os censorship only happens with foreign images. That's the idea

S77's picture
S77

first of all the ads are clever and very relevant to saudi since all foriegn magazines get censored with the stupid black or red markers, regardless of whether its an underwear ad or not. idots see skin they mark it up.
so using the market and the copy diverts attention to the brand directly, and its also clever way to make fun of censorship.
using the S instead of C for censorship to imply sense "comonsense" might be pushing it, dnt get me wrong i like to give readers something to think about. but in the context of the ad itself there are already many underlaying msgs to think about without adding more. so keeping it simple using the word censor as is wld be enough.

as for that indian [censored] who wants skin, read where the ad is posted from "Saudi Arabia", and showing skin in an underwear ad is not really clever its been done a gazillion times so if you feel like getting off, then go to another website and buy another type of magazine.

Guest commenter's picture
Guest commenter

I don't see how the brand benefits from these ads.

The Pope's picture
The Pope
124 pencils

" Censor anything but the bikini" not needed.

Guest commenter's picture
Guest commenter

you spelt censor wrong. it Censor not Sensor.

The Pope's picture
The Pope
124 pencils

english is not my first language, try to spell your comments in spanish and you'll hear me laugh like you do.

Guest commenter's picture
Guest commenter

read the comments buddy and you'll know whay they used an S.

Guest commenter's picture
Guest commenter

just don't work, Close to expiry, fucked up wine packed in Vintage bottle. simply load this work on "www.outdatedadsoftheworld.com" like saudi Arabia ....looks like "done by the advertising people for the advertising people". I appreciate breaking the rules but in this case it is for our own satisfaction .. does nothing to TA.

Guest commenter's picture
Guest commenter

I'm sorry. Are you drunk, 'caus no one can understand what you wrote. :)

Guest's picture
Guest

WOW excellent work from Ogilvy

Guest's picture
Guest

Ogilvy is not doing so good in Saudi Arabia, and that shows from the massive accounts loss from the poor creative and and client servicing side. This ad is really horrible, Well, if you published it without "Sensoring" the religious police would do that for you at their own cost, lol.
you want to communicate sense through sensor? To hard on the audience buddy.
No ratings. bil jazmah!

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