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Rocket

Agency: 
Published/Aired: 
May 2009
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Description: 
Advertising Agency: Y&R, Dubai, UAE
Executive Creative Director / Copywriter: Shahir Ahmed
Creative Director: Komal Bedi Sohal
Art Directors: Komal Bedi Sohal, Sajesh Pudussery, Dash Gaude
Photographer: Tejal Patni, Photolibrary
Illustrator: Jomy Varghese

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You need to look at these ads in context of the whole campaign. The images surrounding the clothes act as a metaphor - so guy's coat will attrack "birds" - aka women; handbag will make other women act catty; this dress will make guys sexually aroused, etc. These ads convey a truthful insight - that the clothes you were trigger primal reactions from others. And that's certainly the case for fashion conscious, opulent people who will shop in this department store.

The reason why they work as a campaign is that it's cheeky for a start. It gets you eager to look at the next ad in the series to see how they'll craft that message.

As far as novel creative go, this campaign is way better than that POS ad from wrangler.

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