Edit/Cover/Sensor anything but the bra/lingerie/bikini !
May 31st, 2008 Zeid Nasser (Admin)
Click Images To Enlarge
Advertising Agency: Memac Ogilvy, Jeddah, Saudi Arabia
Creative Director: Mazen Hasan
Senior Art Director: Yasser Alireza
Copywriter: Yasser Alireza & Fitna Nazer
Illustrator: Yasser Alireza
Photographer: Images provided by client
Account Management: Khaled Salha
Via [ mediaME ]
Change is an international upscale brand providing quality lingerie, swimwear and homewear. The objective of the ad was to announce the launch of CHANGE in Jeddah, Saudi Arabia. The ads’ main focus is to utilize the concept behind censorship in Saudi Arabia to pull focus on the Brand’s product line and to transform censorship into art. The ads are all in English, as they target an upscale bilingual audience.
Entry Filed under: Agencies, Creative, Saudi Arabia
Add to:
50 Comments Add your own
1. restless | May 31st, 2008 at 7:50 pm
walla good job
2. ansaihi | May 31st, 2008 at 8:55 pm
brilliant! except that “Sensor..” with “s” if you can’t say that you meant it.
3. YILDIZ | May 31st, 2008 at 11:40 pm
The S is deliberate. It’s like saying Doese Censorship make Sense? Hope that helps
4. AbdallaH SumriN | June 1st, 2008 at 10:27 am
nice
5. jayson | June 1st, 2008 at 10:31 am
that’s a great alternative!
6. Yildiz | June 1st, 2008 at 11:01 am
Hi folks. Just wanted to note that the “S” is deliberate. We replaced the “C” with it to hint on the thought “Sense in censorship.” Sometimes copywriters like to go nuts and create new words.
7. restless | June 1st, 2008 at 11:48 am
i just have one thing, why the different frames? i mean each ad has a different frame color? to me its really annoying.
8. amre husseini - AKA BITEME | June 1st, 2008 at 11:49 am
Brilliant idea! I love the way they worked around cultural sensitivities and what local media would allow…well done!
9. Dr.Devil | June 1st, 2008 at 12:25 pm
Hay you had forgot to cover the hand in the 1 ad :P, nice work guys
10. Moey | June 1st, 2008 at 6:21 pm
love love love love them!!
11. Gibbo | June 2nd, 2008 at 11:11 am
Oh please people.
How often do we praise copied work????
http://adsoftheworld.com/media/print/wonderbra_marker
Same thought. Much better execution.
this is blatantly ripping it off from tonic Dubai.
Start again Memac.
Shame on praisers of plagarism.
12. Mhdbadr | June 2nd, 2008 at 11:58 am
Not bad but i liked the original better!!
13. restless | June 2nd, 2008 at 12:01 pm
Maybe this is what they call borrowing the idea
14. Gibbo | June 2nd, 2008 at 12:36 pm
Cmon restless.
Its too close considering the Wonderbra ad was done in Dubai, which we all would have seen.
If the original was done in USA or Europe, i can understand the agency may not have seen it, but we know they have.
reckon its more than borrowing.
15. restless | June 2nd, 2008 at 1:23 pm
Gibbo, i agree with you but i still think that both version are good enough to kick in the market in a way or another,,
and when it comes to originality and respect ,, i believe that TONIC scored big time here..
16. AbdallaH SumriN | June 2nd, 2008 at 4:39 pm
the only excuse is that in KSA you can’t show a woman’s skin or her body, i know it’s the same idea, but it’s difficult to do something creative for this job in a country that doesn’t allow to show skin of a woman, such as KSA.
*If this campaign was done in another country, i would say it’s a 100% cut and paste.
17. Yildiz | June 2nd, 2008 at 4:43 pm
The wonderbra adv. was never seen in Saudi. I asure you it was not plagurized. That’s a big statement and a little uncalled for. So it was not coppied. It would never fly here in Saudi, because its too sugestive, and still shows the woman’s SKIN IN OTHER PARTS. Plus, the concepts are different. Memac showcase the product. Tonic imply the product benifit. 2 seperate directions.
Even the copywriting message is totaly different. However, I agree that They are both inspired by one common insight. What’s the fault in that?
18. restless | June 2nd, 2008 at 5:45 pm
both ads have the same thinking especially when comes to the execution thats so obvious but again both ads have done the job perfectly
19. Mark | June 2nd, 2008 at 5:51 pm
cool ads, but you spelt censor wrong, its with a c not s.
i understand from reading your comments here that the s was delibrate, unless you are going to attach your comments to newspapers and magazines everyone else except you is going to see a mispelling.
20. Louai Alasfahani | June 3rd, 2008 at 1:22 am
one copycat patting a copycat
you guys are soooooooooo hopeless 
21. Louai Alasfahani | June 3rd, 2008 at 1:26 am
walla 3ayb…
Tonic won an award for their original concept.
what USA what Kharabit…we are in the age of the information super highway…cheap travel…satallite channels, etc. etc. etc. and you are using excuses that it was done in Dubai so it cant be a copy!!! as if Dubai was another planet which is out of the coverage area
22. Gibbo | June 3rd, 2008 at 5:07 pm
Hi everyone.
I agree with Louai here. I didnt mean that the Saudi market had seen the original wonderbra ad. I realise they hadn’t, my point was that the creatives would have.
Now i realise we do ads for the public and they couldnt give a toss if its done before, but everyone is chastised for doing the same thing. i was surprised they did it when such a prominent ad was done in the region.
Does the ad work for Saudi? of course it does. any very well. but when it gets entered into award shows, it will be a very hollow victory if it scores.
By pushing ourselves and the industry, we’ll all benefit in the long run.
23. ansaihi | June 3rd, 2008 at 6:13 pm
Giggo, I agree with you on the last statement “we should keep pushing our creativity”… but I’m watching the two ads now; there’s big similarity but I can’t say it’s a copykat. Simply cuz Tonic’s censured the bra not the woman’s body, meaning that these bra are the sexiest thing in her or whatever. Memac’s censured the body and kept the lingerie and so, I guess meaning that the model is “legally” sexy and you can’t hide that with a marker… that’s my understanding, Memac people must explain in a better way how they came up with this.
but I don’t feel it’s a copy-cat guys.
(btw: we keep hearing “this has been done b4 etc”, but what are the limits of icons and objects we can explore in our ads b4 we run out of them? we’ll always find similarities. Please let’s discuss this point guys).
24. Louai Alasfahani | June 3rd, 2008 at 8:06 pm
I don’t agree that we are running out of icons or ideas…I just think most of us need to try harder AVIS.
By using lateral thinking and bisociations the possibilities are infinite.
NB. Bisociation means “the bringing together of two previously unrelated planes of thought” – Arthur Koestler.
Examples:
Sailing + Surfing = Windsurfing
Glue + Wood Shavings = Chipboard
25. amre husseini - AKA BITEME | June 4th, 2008 at 1:49 am
okay I just looked at the wonderbra ad…although they both play on censorship they are saying two totally different things.
Wonderbra ad is saying: Wonderbra makes your breast looks bigger and its coming to the UAE, if you look at how far they stretch the marker you will understand it. It’s very whitty, funny, and worthy of award.
The Change ad is saying: We respect that we’re in KSA where there is censorship, but we really need to show you what our bras and swimsuits look like.
You guys are seriously on copy cat hunts and try and link things that may look similar (but they dont look to similar btw) and have totally different meanings.
CHILL ALL!
26. Louai Alasfahani | June 4th, 2008 at 3:21 am
;P
27. Louai Alasfahani | June 4th, 2008 at 3:25 am
amer. my advice to you is that some times it is better to be silent than to speak BS. and no you are not impressing anyone by using “chill all” whats up my nigga or any of that shit.
it is clearly a copy cat and no one should endorce it. or give it any excuseses….lets learn from this mistake and admit that it is a mistake and go on with our life.
28. Moey | June 4th, 2008 at 4:20 am
Amer, I’m all the way with you!
29. Mark | June 4th, 2008 at 11:05 am
Louai judging by your work it looks like u ran out of “icons and ideas” lonnngggg time ago.
30. amre husseini - AKA BITEME | June 4th, 2008 at 11:24 am
Louai: Just to show how much of an idiot you are the slang “chill all” is not derived from african american it is actually 70’s the era of the hippies. I do sincerely love your response and the fact that aside from being very grammatically incorrect it added no value nor did it shed light on anything. The only mistake that anyone needs to learn from is the mistake made by the guy who gave you the right to critic work in such a manner and tone; but you know what they say about opinions…
31. Louai Alasfahani | June 4th, 2008 at 9:21 pm
since you are an expert in slang…stick to what you know & keep out of advertising - fool
32. Louai Alasfahani | June 4th, 2008 at 9:23 pm
Mark
did you ever have any ideas to start out with!!! i dont mean the copy cat ads or the ghost ads.
33. kre8tive | June 4th, 2008 at 10:54 pm
LOL! I Love This Blog
34. amre husseini - AKA BITEME | June 5th, 2008 at 12:42 am
post 31 really proves my point about the mistake that was made when a computer was first put in front of you. GO PARAGON…retard!
35. Louai Alasfahani | June 6th, 2008 at 2:14 am
:p
36. Louai Alasfahani | June 6th, 2008 at 2:15 am
me? retard!!! if you are so smart and talented…why dont you start your own agency? become an IAA board memeber? have some articles published? win some awards? judge an award? get some work published in books? have your own blog with some content other than a silly self portrate of you as the monal lisa and asking people about their favorte fast food resturant? ya smart ass enta ya kalboz.
37. amre husseini - AKA BITEME | June 6th, 2008 at 9:17 am
Your post number 36 really proves what you are and more importantly who you are.
Do us all a favor spell check first (it makes you look like an idiot)
38. Maissy | June 6th, 2008 at 9:44 am
Good job…They becoming like superman wife having the underware outside
39. Louai Alasfahani | June 6th, 2008 at 12:23 pm
http://paragonanubis.wordpress.com/2008/06/04/to-change-or-not-to-change/
40. kre8tive | June 6th, 2008 at 2:40 pm
LOL @ post 37
41. ansaihi | June 6th, 2008 at 4:29 pm
Kre8tive, you are enjoying!!!
piss and love guys, piss and love.
42. kre8tive | June 6th, 2008 at 11:19 pm
“SMART ASS jabs IDIOT in the face, oh.. there’s another one on IDIOT’s right cheek! Oh! SMART ASS is hitting IDIOT hard, he’s hanging on the rope, it seems he’s gonna be knocked out by SMART ASS… There’s the Bell! IDIOT was saved by the bell!” ROTFL
43. Louai Alasfahani | June 7th, 2008 at 3:23 am
so you “experts” Dont think the concept and product and maket are the same? oh your attention span is so short you got distracted by spelling mistakes which i did and you let the bigger issue pass by. keep it up guys…i mean Chill 7abib 2lby
44. amre husseini - AKA BITEME | June 7th, 2008 at 9:27 pm
Okay read this slowly and maybe you will understand:
1. Wonder bra is one type of bra that lifts up female breasts
2. This brand Change is obviously a lingerie and swimsuit shop.
3. Wonder bra’s ad censored the breasts and exaggerated the censorship markings so as to better position its uniqueness (making the breasts look bigger).
4. The Change ad is telling you that we respect the censorship laws and will cover up the female body accordingly, but really want to show you our product, the underwear and the swimsuits.
Very different USP, and let us all recall that you were the one that started this whole thing. So think about it a little…wait wait wait, dont answer to quickly, because your first instinct might be wrong…just think about it.
45. kre8tive | June 7th, 2008 at 11:03 pm
Hahahahahahaaah!
46. Louai Alasfahani | June 7th, 2008 at 11:22 pm
ok. you win. we can drag the horse to the water but we cant force it to dirnk. Good luck. - horse shoe for good luck not included
47. kre8tive | June 8th, 2008 at 1:05 am
Too Soon to Quit
48. Creative rules | June 11th, 2008 at 11:22 am
The Change and Wonderbra ads are miles apart and the only thing they have in common is the tex pen.
If Change is a rippoff does that mean all ads using tex pens are copies of Wonderbra?
I also don’t mind the different colours as tex pens come in different colours but one thing bothers me about the Change ads and makes me think they maybe scams. If you can’t show female flesh in Saudi why are the ads incomplete? All of them show some naked arms, wrists and ankles.
Surely they would’ve been banned by the censors for this simple reason???
And why the blondes? Aren’t these ads supposed to appeal to Saudi women?
Plus you didn’t need to write edit, cover or censor the ads speak for themselves.
Apart from all this it’s not a bad attempt to skirt the censors.
49. Jan | June 19th, 2008 at 4:13 am
WOW very cool!!!
50. casino online tornei free&hellip | July 4th, 2008 at 12:24 am
casino online tornei freeroll…
containing begrudging straighter visibility combat Pontiac?…
Leave a Comment
Some HTML allowed:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>
Trackback this post | Subscribe to the comments via RSS Feed