Lowe Middle East North Africa: Self promo

No way I'm reading that. (And I'm a copywriter)

i read it, youre not missing much at all.

I dont think its creativity that payed, it was religion.
As a client, this does not make me want to choose Lowe to sell my product. Lowe uses too many words to sell themselves. My potential customers dont have time to read a whole story.

A self promo piece should knock my socks off, not make me groan "awwww do I HAVE to read all that?"

Theres probably a strategy behind it. There are many cultural divides and hurdles that different world agencies face, this seems like one that has a purpose other than to solely show their creative and innovative muscle.

weighter

Yeah, nah.

MY PERSONAL OPINION IS WHAT HAPPEN WHEN CREATIVE PEOPLE THINK IN CONCEPT THEY ARE GONNA REACH A LEVEL WHICH IS COMPLETELY TRUE AND REALLY WORKS BUT THEY WILL BE FAR AWAY FROM THE SIMPLICITY AND UNDERSTANDABILITY OF THE AD WHICH HELPS TO GET IT UNDERSTAND BY AUDIENCE. I PERSONALLY READ IT AND I'VE GOT IT, BUT WHAT ABOUT OTHER NORMAL HUMBLE PEOPLE.

Fahad, you're shouting to us that you're not a normal humble person.

Don't be so hard on yourself.

Fahad, I think something jammed your caps lock.
Anyway...WHO THE HECK WANTS TO READ THIS... dammit. And even if you're a fool and did read it, which I did, it is simply not satisfying. Where is my reward dear Lowe?

The concept is nice, but they lost it in the execution of the arabic copy..... No comments

Boys, u've got to look at this in context with Middle East advertising and trends. Forget Cannes and the Archive cause that ain't going to do nada. There's no such thing as crisp and short copy in Arabic, the language is grand and flowery, just like the people. And tradition sells big time. Yeah, the copy ain't exactly Neil French, but the ad is really quite a refreshing look and a welcome break from the sand dunes and falcons that every moron is using.

Although the story is good but it is way too long. I guess njot many people will have the time to read it. If you can't say it in fw words, don't bother saying it.

фигня, такое не для печати

ooop..its so long, i dont dare too read it
1 picture worth 10000.... words, isnt it?

Not happening!!

it think its a really nice campaign
not exactly great...but nice.

made me think, does all the women who wear a black hijab in saudi arabia wear the bblack cloth because of Al Darami's poem?

the best way to evaluate this work is to wait the end of the year and see lowe middle east results if this ad generated business
i personally am from this region and worked in different markets of this region this ad doesnt talk to me

i actually loved the ad. i think it plays on the associations between arab culture and poetry. the stitching in the background's a nice reference to the clothing business and 'embroidering a story'(i think) with a nice, exotic flavour.
a wordy ad with all the right(??) cultural context is a great change to the typically punchy, image-dependent ads.

It tells me women will believe any old crap and men chase women and thus will believe any old crap if it helps them get what they want.

How else would advertising ever exist?

Well..I don't see what is still considered conservative in the arab/muslim world ? I think a lot is allowed. The only guys looking at less conservative (as opposed to what ? porn?) are advertising agencies. It's neither a client request nor an audience request.