February 25th, 2008 Zeid Nasser (Admin)
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Advertising Agency: Intermarkets, Dubai, UAE
Creative Director: Ian Rowland Gerry
Copywriter: Siddhartha Banerjee
Art Director: Prem Rajan
Illustrator: Babar Azeem
Photographer: Joe Sassine
Entry Filed under: Agencies, Creative, UAE
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13 Comments Add your own
1. tareq | February 25th, 2008 at 1:56 pm
bad idea… and bad art direction too….
2. iHaveAnIdea | February 25th, 2008 at 2:44 pm
And this is how it started in 2001:
http://www.joelapompe.net/wp-content/uploads/2007/10/airbags2001.jpg
Then VW copied it in 2004,
http://www.joelapompe.net/wp-content/uploads/2007/10/airbags20041.jpg
then many brands used it to show how light their products are. Yoplait yogurt is one of them. I’ve also seen cheese or butter but can’t remember the brand. Very ooold technique. Also the second one wouldn’t work without showing the first one. The ball thingi is distracting ..
3. marc | February 25th, 2008 at 3:10 pm
Although it’s been done to death, the first one is ok - but the second one is a bit of a stretch.
4. Moey | February 26th, 2008 at 5:24 am
Nice execution.
5. amre husseini - AKA BITEME | February 26th, 2008 at 10:39 am
simple and clean, I like
6. AbdallaH SumriN | February 26th, 2008 at 11:18 am
Nice work Sidd…
7. Creative Rules | February 26th, 2008 at 2:27 pm
It does look awfully familiar… having said that I only liked the first one.
8. iHaveAnIdea | February 26th, 2008 at 3:46 pm
http://www.joelapompe.net/2008/02/25/so-light-it-can-fly-tres-tres-legere-ressemblance/
9. Creative Rules | February 26th, 2008 at 6:42 pm
I have an idea you’re right I have an idea.
10. Gibbo | February 27th, 2008 at 6:16 pm
nice pun sutho
11. khansa'a M. AbuNaji | March 3rd, 2008 at 9:40 am
mm , i think the 1st one is good .. although glass looks unreal ..
12. Louai Alasfahani | March 5th, 2008 at 12:53 am
so is it yet another copy cat or a clice’?
13. lamz | March 26th, 2008 at 8:30 am
I understand if it flies when you say “extremely light” but why should it fly when you say “91% fat free” ..
fat free doesn’t necessarily make food light/fly, it can be fat free and loaded with sugar!
..I’m being too literal, but things have to make even a tiny little bit of sense..
I think this ad under estimates people’s intelligences..
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