Stefan Loose Travel guides: Good if you don't have to ask anyone, 3

Fail 1: Marocco + Taliban.

Fail 2: Taliban won't be happy bout this ad.

Fail 3: Your names are here.

This is not Morocco. Ignorant campaign. And line should be "Good if you don't WANT to ask anyone", even then it is inappropriate... Why would i consider a guide book that saw an entire country in that way. This campaign says 'this guide book does not understand Morocco and is written by ignorant people'.

Go to Morocco, You don't have to speak to anyone because they are all terrorists.

Morocco is not full with Taliban. it is not Pakistan or Afghanistan. No Taliban at all. And nor is it equated with terrorism. Just as Germany is not equated with or full of ignorant racists. I hope.

M

One: It doesn't really matter if it's Morocco, it's about the feeling that the campaign is presenting. Albeit, Afghanistan would have been a better choice.

Two: The Taliban aren't going to hunt down the team that produced this.

Three: See two.

However, if you're saying you don't really like the campaign, I agree and disagree. I'm at once compelled by the balls of this, and a little repulsed because it plays off of very negative stereotypes. I think it might have been interesting to see KKK or latino gang members happily giving the first-person tourist directions on the map, or something funny that doesn't just reinforce fear. I do get the joke, and the campaign is sharp, but I don't think it really drives home the benefit of the product as much as the extremely shitty situations that travelling (even with the product) can get you into.

That, and "you" and "anyone" shouldn't be capitalized.

Otherwise, I liked it.

Ivan...I don't think 'beingofageoldgrace' have its place on adsoftheworld anymore...

It's too serious to ignore it.

Thank you

It doesn't matter if it's not Morocco? It's an ad for a guide book. The concept doesn't support the use of an entirely different country. It's just extremely lazy.

If you think making ads is just about 'the feeling' then you must find the work easy to do.

I find that clients also need it be relevant, supportable, interesting and non-racist.

These ads are none of the above.

Ivan is right.

Sometimes I can't fight the feeling, that the guys at Scholz&Friends are soo busy blowing their own horn about their creative ideas, that they forget to think about what they should have done to help the client sell a product.

This is obviously primarily a campaign to reduce tourist traffic to Marocco - and even worse promotes the goals of extremist groups. It creates within 90% of average people the feeling of fear (and thus really helps the extremist groups anywhere in the world, since this is one of their goals - terror=create fear of each other=raise borders between cultures to promote extremist ideas).

It's somehow like the poster in the travel agency in the movie "Truman Show" (remember, they wanted Jim Carrey's character not to book a flight): The poster over the travel agents desk has shown a picture of an airplane hit by a lightning strike, the copy said: "This could happen to you!"

a very racist ad. Very ignorant.Do some research before you make an ad
What about if I made an ad to visit gemany, would it be appropiate to show Nazi's???So every german is a Nazi??

just a laugh for ad people.
as an ad, it's a complete failure. you won't sell guidebooks by scaring people to visit that countries.

it's a campaign saying 'stay the hell, where you are'

If i was a consumer, i wouldn't buy this book because obviously they don't know what they are talking about and think 'all these camel-fvcking towel-heads look the same, so who cares?'

What guidebook is that, which can't tell an Afghan uniform from a Morroccan one? If you don't want to travel to Morrocco (which is funny cause you're a guidebook), at least do your research well. It's really sad, because it's a smart campaign, IF it's targetted at people who like to venture beyond the travelled road. On a second note, the campaign is a bit insulting and stereotypical. An image of an isolated scary tribe for instance would have been more appropriate. No country wants to be stereotyped like that.

I LOVE IT!!!! More controversial, more interesting... Dont be afraid of express yourself!!!

Mmmm... danger! danger! be careful with the messages.

the main idea is good in the compaign, but make some research before doing silly key visual !!!!

Reda Rogui - Leo Burnett
Casablanca - Morocco

Wow. Try research, it does wonders for your work.

it's true it's a bit racist.. it's true that it's ignorant..

but mainly it includes the message that marocco is dangerous.. so what is the guide for if it is suggesting that you're going to a dangerous place?
it's stupid!!

arent we gonna skip the political views in advertising... ESPECIALLY WHEN THEY ARE WRONG??

Would never buy a travel guide with an ad that doesn't even know the difference between countries!!
I thought Google was free.... now wait a minute.... IT IS!!

Signed
A Moroccan who has no idea how people in this ad have anything to do with her country

I personally like this ad.
1. We need to be ironic and take life less seriously.
2. It's good to talk about bad things.
3. It's good to mock bad things in order to put them down, on a territory where we can overcome them.
4. Do Talibans scare you? Ok. Then why should we give them more power acting like we are scared to death? That's the way to improve their power.
5. Talibans are not even mentioned.

Laugh, world, laugh!

No doubt this ad seems racist (and lack proper research) but in my opinion it also solve the purpose (at least copy makes clear)

No doubt this ad seems racist (and lack proper research) but in my opinion it also solve the purpose (at least copy makes clear)