Emirates Classic Car Festival: Wife

Advertising Agency: BPG Advertising, Dubai, UAE
Creative Director: Ranesh Keswani
Art Directors: Ragesh Warrier, Rajaram Ojha
Copywriter: Micky Kalita
Other additional credits: Aziz Memon, Arif Ladhabhoy
Published: November 2008

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27 comments

TRICKY's picture
TRICKY
3921 pencils

nice copy, made me chuckle hiar hiar hiar

The man who stops advertising to save money is like the man who stops the clock to save time

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Guest

phkghk

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Guest

The headline construction is repetitive. Enjoyed the first headline, but that was before I saw the other two. Now I think the campaign is just ok.

silvertongue's picture
silvertongue
546 pencils

For some reason this reminds of the Rolls Royce ad about the loud dashboard clock.

Blessed Besse's picture
Blessed Besse
104 pencils

edgy. romantic. fruity.

mckeephoto's picture
mckeephoto
83 pencils

Ah, but it is so true!

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Guest

Hola, soy Andrea 29 años de Cali Colombia y busca amigos cariñosos escribeme
besos

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Guest

let's forget the photoshop for a while and think more in the idea?

This isnt an ad for a paint artist... It works, thats it. If you see an idea like this, and the only thing you can see is that its been executed poorly (which is not the case), then you might work with illustration, adobe certification, pizza deliver, or anything that doesnt need to work with the "idea".

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Guest

Finally someone who look at the ads in general, thanks for the comment...

mikelite's picture
mikelite
1031 pencils

I appreciate your approach, but I don't really see an idea here. The headlines are okay, but overall they feel like they could use some more refining, start with quit relying on the same sentence structure for all three. I get what they're trying with the weathered paper look, but the AD makes it feel like a pirate treasure map from the 1600s.

And you don't need to repost the same exact comment on all the ads...

http://mikelightman.com/blog

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Guest

shouldn't it say "when the GPS was the wife" instead of "when the wife was the GPS" and i would say copilot or something else, no wife.

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Guest

but i like it anyway

phoamcor's picture
phoamcor
1284 pencils

OH GOD PLEASE MAKE THIS LAME CAMPAIGN STOP.

The 3 headlines are garbage and I would send the team back to write a hundred more to see if they could actually come up with something decent.

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Guest

Ads from a time when cars didn't have GPS.

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Guest

Ads from a time when the cars didn't have GPS.

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Headlines from a time when they didn't have copywriters.

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Headlines from a time when they didn't have copywriters.

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Guest

are any of you genuine copywriters out there, with the skill to pen a great headline? Or are you all so caught up in this age of minimalist, visual thinking that you've forgotten what good copy is? I think these are great headlines...and no, it's because I'm one of the writers. They are simple, crisp and do have a certain tone of voice which fits the whole brand feel. So before you open up your own can of 'whoop ass' on this campaign, think about it for a second. thank you.

(PS. I'm not posting this as a guest because I want to hide. It's just that I don't have my registration details with me right now.)

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Hmm, maybe because this formula and structure has been done ad infinitum over the years. It is unoriginal and lazy. That's why. And yes I am a living, breathing copywriter. Just not the copywriter who wrote these. For which I am thankful.

CurryJ's picture
CurryJ
955 pencils

are any of you genuine copywriters out there, with the skill to pen a great headline? Or are you all so caught up in this age of minimalist, visual thinking that you've forgotten what good copy is? I think these are great headlines...and no, it's because I'm one of the writers. They are simple, crisp and do have a certain tone of voice which fits the whole brand feel. So before you open up your own can of 'whoop ass' on this campaign, think about it for a second. thank you.

================================================
I think; therefore I am

Guest's picture
Guest

good lines. The first one is best.

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Guest

like the copy
and yes GPS was the wife is better but i like this one among all threes

and wives are still GPS

thefakehuman's picture
thefakehuman
410 pencils

nice...very gud copy

- Life Feeds on Life -

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Guest

i agree that GPS was the wife is a better way but i like it quiet well

and wives are still GPS

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Guest

i agree that GPS was the wife is a better way but i like it quiet well

and wives are still GPS

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Guest

art direction need help.

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