Zeiss: Fly

Our most powerful magnifier yet. Please use responsibly.

Advertising Agency: Y&R Dubai, UAE
Executive Creative Director / Copywriter: Shahir Ahmed
Creative Director / Art Director: Komal Bedi Sohal
Photographer / Illustrator: Groovy Singapore

September 2009


lahaff's picture
1518 pencils

Sweet. Nice visual, simple idea.

Davosk's picture
4815 pencils

Great art. Really, for a magnifying glass, c'mon.

Guest's picture

With this recession worldwide, and cut budget in Dubai...who's going to advertise Magnifier!!!!!!
common guys wake up!!!

Guest's picture

Yeah, these are cool ads, but they seem like cool ads that were made first and then shopped around to various clients to "run". Hope I'm wrong but guessing I'm not.

LeeMoh's picture
424 pencils

I think you are correct.

As a former insider, I don’t remember that ZEISS was handled by Y&R Dubai.

It seems that creative guys just spotted a nice visual, imagined a product and… bingo… ZEISS lenses are the scapegoats.

Emanresu's picture
2148 pencils

Maybe the retouching agency aided in the creation of this ad knowing it was for a magnifying glass, almost like how Vincent Dixon was the photographer for that spec Pepsi ad, which had blogs ranting about women seen as sexual objects. Either way, I agree with most of the comments that this feels like scam work. I also believe that the visuals do not seem to help Zeiss in any way, especially when the second ad magnifies sunlight (again) in order to kill another creature.

I cannot downtalk the art though, it's just another compliment to Groovy Singapore's portfolio, which is pretty amazing.

Yanay's picture
60 pencils

Good one. Simple & Clever

Guest's picture

this one isnt very new. i saw this one some months ago in Lürzer's Archive.

Guest's picture

very nice. coo. Trihan Y&R colombo

Guest's picture

Love it... love it.. great.. Big ups to the team..

mpared's picture
562 pencils

if these are real they look amazing well done

iT-iS-i's picture
1721 pencils

nice and that's it. Nothing much else really.

:: Put your ears against the ground so i can walk over what you heard::

angieraj's picture
428 pencils

Quite hilarious actually, the execution is well done but I have to agree that it doesnt help Zeiss as a product.

Cognito Ergo Sum

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