Zaman Newspaper: Prejudices

Our prejudices... Our invisible walls. Isn't it time to demolish them? Zaman Newspaper

Advertising Agency: Ogilvy&Mather Istanbul, Turkey
Creative Director: Tibet Sanliman
Creative Group Head: Burak Koprulu
Art Director: Hami Kural, Evren Dinler
Copywriter: Gurkan Gunaydin
Strategic Planning: Serra Ceylan Yucel, Ozgur Metin
Production: Kala Film
Director: Fatih Kızılgök
Director of Photography: Olivier Cariou
Account team: Rosita Habib, Murat Derman
Brand Manager: Bülent Keleş
Aired: October 2009


hagemony's picture
335 pencils

clear message...well done OM!

alexander_bickov's picture
3283 pencils

Very long message :)

Sinyal's picture
15 pencils

Son zamanlarda Türkiye'de izlediğim kesinlikle en iyi reklam. Hedef kitlenin, Zaman gazetesine bakış açısını kendi pencerelerinden görmelerini ve özeleştiri yapmalarını sağlıyor. Ekibini kutluyorum.

Very good, I congratulate!

satrianee's picture
3748 pencils

ben mesajı markadan bağımsız değerlendiriyorum ve çok güzel buluyorum. ancak tricky bir durum var; mesajı veren, benzer bir önyargı sahibi olmasa, böyle bir mesajı verme ihtiyacını da göremezdi. ahh diyalektik!

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

i think they shouldn't have made it this long, 1 minute max

Prof's picture
1453 pencils

the music rocks.

is that cliff martinez?

Quite really.

kgeiger's picture
7209 pencils

Somewhat surreal, but I imagine that this message and its length will work fine in the cinema...

satrianee's picture
3748 pencils

I saw the full version at the movie. But various cuts also published as TV commercial.

Marlus Lau's picture
Marlus Lau
1808 pencils

I like the production, but it´s long indeed.

VivianRaul's picture
20620 pencils

LOVE the soundtrack. Rarefied atmosphere.

Guest's picture

That's the director's cut! The cinema version is 60 seconds; and the TVC is 45 seconds.

Mantufayo's picture
580 pencils

Beautifull, emotive and effective.

billtiyu's picture
27 pencils

message was very, very clear! loved the overall feel of the ad as well.:)

CrackerJackWorks's picture
15623 pencils

Nice work

Guest's picture

The message is crystal clear! Perfect!!!


pazarlamacanavari's picture
3 pencils

Crystal clear message, bravo!


Guest's picture

nice, a few less shots though.

opposite of u's picture
opposite of u
301 pencils

great music...clear message....lovely

Guest's picture

zaman newspaper is a fundamentalist islamic newspaper. and this commercial does not fit the whole subject. they want to change turkey what they want. and this spot is totally wrong and said lies to people. zaman newspaper is not a modern newspaper, as they said, sorry.

F.Abboud's picture
218 pencils

The latest comment of the Guest l Fri, 2009-10-30 17:44 drove me to think that this is an off-brief work; actually, an off-brief work will never see the light; furthermore, I think any agency present an off-brief work, will remove it from its archive even; therefore, I made a small search, just to understand what Zaman Newspaper is, since I'm not Turkish neither I have much info about their internal POVs; on Wikipedia, they mention “Zaman is known to be related with the Fethullah Gülen movement* but the movement is not the owner. It is a conservative newspaper which has a moderate Islamic worldview. Zaman, which declares itself as in support of democracy and secularism, is regarded as Islamic, or Islamist, by some sources”
*More & more, Gülen and his movement have won praise from many non-Muslim quarters, with their belief in science, interfaith dialogue and multi-party democracy. They are viewed as modernist and all-embracing Muslims, who can counterbalance extremism in the Muslim world. For instance, Sabrina Tavernise of New York Times has stated that they come from a moderate blend of Islam that is very inclusive.

According to the above, it is clear that there is a slight confusion on the Brand Identity, and where the TVC came to say what the Newspaper want to say; hence, the work is not off-brief, and I'm pretty sure that the agency cracked the brief and came up with the best concept for this campaign.

Again, I'm an outsider here, and I really appreciate if we can get more insights from the Turkish audience/bloggers.

satrianee's picture
3748 pencils

strange dynamic:

It sometimes feel the most liberter keeping the "nationality" lower base... (just because keeping the religion over all)
an again with the same reason it always feel the biggest thread for the "state" (but for the secular one... It's not that they don't want their own.)

But such sick minded I am, any insider insights are very wellcome.

Guest's picture

Önyargılarımızı camdan yapmaca, vay be yaratıcılığa bak !!!

Guest's picture

izlediğm en anlamlı reklamlardan biri. zaman ın önceki reklamları da çok güzeldi.

calkang's picture
2 pencils

The music is by Oguz Kaplangi from Elec-Trip Music Production (www.elec-trip.com)

goncacicek's picture
6 pencils

really good one but "zaman" needs more than this to have a chance.

Guest's picture

Super ! My Gratulation go to film director !
Gabor Atlasz alias Zaman

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