Advertising Agency: Deutsch, New York, USA
Chief Creative Officer: Greg DiNoto
Group Creative Directors: Morgan Carroll, George Decker
Agency Head of Production: Eve Kornblum
Copywriter: Nick Bayne
Art Director: Grant Piper
Agency Executive Producer: Guy Williams
Agency Producer: Samantha Helfer
Production Co: Station Film, New York & Los Angeles
Executive Producer: Tom Rossano, Michael Di Girolamo, Caroline Gibney
Producer: Eric Liney
Director: Harold Einstein
D.P.: Barry Markowitz
Editorial Company: now., New York
Editors: Nelson Leonard
Executive Producer: Nancy Finn
Visual Effects Company: Coda Visual Effects, New York
Producer: Evan Sanyor
Flame Artist: Paul Agid
Sound Mix Company: Sonic Union, New York
Sound Mixer: Steve Rosen
Telecine Company: CO3, New York
Colorist: Billy Gabor
Producer: Marie Deleon

October 2010


LeeMoh's picture
424 pencils

If I write such a witty hit I can imagine:

Client: "That's negative! We don't want bad image for taxi companies and to expat communities who form the main workforce in UAE."

Me: "But this is cool. You need to be different. Someone has to try to be different sometime!"

Client: "This is also a bit racist. Can't we advertise ourselves without stabbing others in the back?”

Me: "There is no stab or racism. It's a joke. Our region has a history of being "positive" without any gain. It’s time to start understanding that “positive” is cheesy. We need change."

Client: "Are you saying it's impossible to crack award winning concept that's positive? And you call yourself creative?! I thought you guys don't have 'impossible' in your dictionary."

Me: "That's why we want this ad to go through. It's not impossible to crack a joke that has in reality nothing harmful to taxi companies or other races."

Client: "You seem to be very relaxed about the fact that our partner owns a taxi company. You have to distinguish between creativity and stupidity. There is a difference between just thinking and good thinking. May be you need to read…”

While he’s lecturing, the account people wink that I need to let go. Then…

Me: "OK, will give you what you want."

After few days of "thinking", brainstorming and digging in the most creative insights ever cracked...

Me: "Here you are... a bunch of (killingly bowing) positive guys smiling and laughing (even if for no reason) and gathering around a small TV screen carried by one of them in a coffee shop. And all of them very happily (in a deadly cheesy way) chanting 'We love football. We take what love everywhere.’"

Client: "Mmmmm... I need the guys to be well dressed and no hippy or Emo hairstyle."

Me: "Of course... we need to respect local culture."

Client: "I’m not sure about chanting. We need them only happy. We can’t disturb the souls of our dead people!”

Me: “We can work it out. May be they see the crowd in TV chanting while they smile like angels.”

Client: “Mmmm… sounds safe… good idea.”

Me: “So?”

Client: “Will go for it… that’s what I call good advertising!”

Me mumbling: “Unless I badly need a job I would have taken out my dick… ”

Client: “Excuse me?”

Accountant: “Ehhh ehhh… I think we need to reschedule another meeting for the PPM and … ”

Client: “… yah but your colleague is saying something...”

Me smiling: “… of course… let’s coordinate for the next step...”

All are “happy” ever after.

Guest's picture

You, sir, have way too much time...

Guest's picture

Still he uses his time better than u do.

sirvan's picture
29860 pencils

Way the best of the series. Nice.


"I love some things, and don't love some other things."

Guest's picture

It's worth time.
In societies with closed culture client's openness to fresh ideas is crucial issue.

velle's picture
1550 pencils

I gotta say I really love this series of ads - esp. this one - they make me laugh out loud. I live in a big, multicultural city where cabbies (and people, in general) can be pretty short-fused what with the stress of having to 'interact' with people who don't 'see' you, or consider your sensitivities... like it or not, it's true, and just human nature.... lol.

Log in or register to post comments