Dubai lynx-2013 episode 2-starring shahir of team-Y&R

Once again an inspiring fact in the words of passionate creatives, I couldn’t have stated it better myself “Scam ads -Are unethical. It’s fraud. You’re cheating against me, us, your peers. You are basically padding your resume, not very different to using steroids in baseball, falsifying sources in journalism, or faking a test. It’s wrong, plain and simple. -Damages brands. In the digital age, unapproved communications can fly around the internet causing a PR nightmare. This also sets up a ripe opportunity for libel suits. -Lots of awards mean better jobs. Unfortunately, this is true. There are too many egotisical rockstars who’ve gotten those jobs based on faking it, at the expense of the many talented people who haven’t needed to fake it and who do the real work. Yes, there is a role for outlandish ballsy risktakers. But there should not be a role for unprofessional cheaters. -Creates a false sense of talent and ability for agencies. Creativity is one thing. Being able to make it for a real brand is another. An agency that wins tons of awards but who’s real work is less than stellar really is only fooling themselves. Sadly though, they also end up attracting talent who will be disappointed with the real output. Same with the clients who thing that are getting a great agency. If they’re willing to fake their entires, what about timesheets, billings, etc? What’s the line when it comes to professional ethics? -Ruins the process and creative department’s overall credibility. Award shows should celebrate the best work that gets produced. That’s our job. That’s the hard part. If you can’t make a good scam ad with no brief, then frankly, you must suck. If you’ve ever worked with CD who’s built a career on scam, you’ll see how hard it is for them to create great work with real briefs. Talented as they are, they often fail to do what their job is – sell. Creativity and selling go hand in hand in this thing we call advertising, and that should be rewarded. Scam doesn’t ‘raise the bar’ of creativity. It lowers it. And lowers the credibility of the people, agencies and shows who promote it”.

It never seizes to astonish me how year after year after year Shahir of Team Y&R Dubai continues to convince clients such as Land Rover to invest in print media, outdoor media and a plethora of other media to publish ads and pay for photography, models and props for an automotive brand that do NOT feature a visual of the product (car) nor features of the product and continues to win award after award after award, dwarfing the work of prominent advertising agencies in the region. I am “humbled” by “his’ creativity as my agency (and myself) have been heavily invested in the automotive industry. we (as Paragon) are working on the automotive brands of Lamborgini, Skoda and Audi and in 2010 worked on (in addition to the previous mentioned brands), Porsche, VW, Mazda and Peugeot. even in day by gone I had personally worked on the brands of Chrysler (including JEEP and Dodge), as well as Cadillac, Opel, Chevrolet and Saab, Never have I (or any of my team members) were capable of selling the client the idea to invest in an ad that does NOT adhre to the restrictive CI manual of the brand not least to be able to convince the client to invest in print and outdoor ads (not cheap by any measure) that do NOT feature the actual visual of the product!!! Hats off to him and his agency team for pulling it off over the years. I would also like to add that I am a great fan of the brand, I purchased  an LR3 and most recently purchased a Range Rover Sport, yet I never got exposed to any of these amazing works of communication nor was I ever sent any of the “escape keys” or “bear repelent” BTL items, not even the “edible” brochure of last year!!! all of the following examples have been short listed in Print, Outdoor, Craft and other categories of the prestigious Dubai Lynx in its 2013 edittion.

NB. Paragon has won the Marketing Dealer of the Year Award for Porsche in Kuwait with real work in real time and with real client contribution ;)  Porsche Centre Kuwait wins Porsche Middle East Marketing Award

Please watch the video and share your feelings…I actually visited the Land Rover and Range Rover showroom in Oman, interviewed several of their sales team members (including the one who sold me my vehicle two months back or so), I also met with the GM, all of which had no idea or never seen all the items that were supposedly given away as premiums, direct mail to drive traffic and increase test drives, etc. and they never even seen the ads or posters!!! the truth of the matter is that all integrated marketing communication for the GCC is controlled by Dubai and all dealers meet in Dubai and are briefed on all upcoming activities. The fact that no one in Kuwait or Oman has ever seen these short listed and winning entries is proof that they are scam ads

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The only thing I got was this key chain bearing the local dealer logo!!!

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Screen Shot 2013-03-20 at 3.52.02 AM

Winner of Silver in the Print category LEMUR

Client LAND ROVER
Product LAND ROVER LR4
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Type of Entry: Newspaper
Type of Entry: Print
Category: CARS & AUTOMOTIVE SERVICES
Title: LEMUR
Product/Service: LAND ROVER LR4
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Position
Shahir Zag Chief Creative Officer
Shahir Zag/Ryan Reed Creative Director
Dario Albuquerque/Jed Dawson Copywriter
Ryan Reed/Dane Ogilvie Art Director
Still Images Photographer
Zaakesh Mulla Account Supervisor
Jean Atik Advertiser’s Supervisor
Pierre Farra Account Manager

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Agency: Team Y&R

Country: UAE

Year: 2013 (not really published)

image-1_1

http://adsoftheworld.com/media/print/prime_television_man_vs_wild_pizza

Advertising Agency: DraftFCB, Auckland, NewZealand
Art Director: Kelly Lovelock
Copywriter: Matt Simpkins
Executive Creative Director: James Mok
Creative Directors: Billy McQueenChris Schofield
Photographer: Julie-Maree Southern
Retoucher: Denny Monk
Account Director: Fleur Head
Account Manager: Katie Loverich
Producer: Jason Jones
Published: March 2010

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Agency: Team Y&R

Country: UAE

Year: 2013 (not really published)

image_3

http://adsoftheworld.com/media/print/prime_television_man_vs_wild_fries

Advertising Agency: DraftFCB, Auckland, NewZealand
Art Director: Kelly Lovelock
Copywriter: Matt Simpkins
Executive Creative Director: James Mok
Creative Directors: Billy McQueenChris Schofield
Photographer: Julie-Maree Southern
Retoucher: Denny Monk
Account Director: Fleur Head
Account Manager: Katie Loverich
Producer: Jason Jones
Published: March 2010

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Agency: Team Y&R

Country: UAE

Year: 2013 (not really published)

image-2_1

http://adsoftheworld.com/media/print/prime_television_man_vs_wild_kebab

Advertising Agency: DraftFCB, Auckland, NewZealand
Art Director: Kelly Lovelock
Copywriter: Matt Simpkins
Executive Creative Director: James Mok
Creative Directors: Billy McQueenChris Schofield
Photographer: Julie-Maree Southern
Retoucher: Denny Monk
Account Director: Fleur Head
Account Manager: Katie Loverich
Producer: Jason Jones
Published: March 2010

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Agency: Team Y&R

Country: UAE

Year: 2013 (not really published)

Screen Shot 2013-03-17 at 12.29.24 AM
PERSONAL EXTINCTION PREVENTION BOOK
LAND ROVER
Y&R DUBAI, UNITED ARAB EMIRATES
Client LAND ROVER
Product LAND ROVER
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: PUBLICATIONS
Title: PERSONAL EXTINCTION PREVENTION BOOK
Product/Service: LAND ROVER
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Company Position
Shahir Zag Y/R Chief Creative Officer
Joseph Bihag Y/R Creative Director
Shahir Zag Y/R Copywriter
Joseph Bihag Y/R Art Director
Guillaume Calmelet Y/R Copywriter
Khaled Said Y/R Copywriter
Khaled Said/Binnu Cherian/Leng Panganiban Y/R Producers
Zaakesh Mulla Y/R Account Supervisor
Jean Atik Jaguar Land Rover Advertiser’s Supervisor
Pierre Farra Y/R Account Manager
Amin Soltani Y/R Head Of Production
Jeevan Nambiar/S. Kumar Y/R Photographer
Joseph Bihag Y/R Illustrator
Brief Explanation:
We needed to design something that would cut through all the brochures, flyers and giveaways people constantly receive. Something that would be unique and useful and that people could take on their adventures.
Describe the brief from the client:
Land Rover wanted to give their existing and prospective customers something that they could keep with them at all times. Something that would be useful in the wild and promote the classic adventurous spirit of Land Rover owners.
Description of how you arrived at the final design:
Whilst a Land Rover can take on any obstacle it faces, once their drivers step out of their vehicles, they are on their own. So we designed a Personal Extinction Prevention Book as a giveaway to all Land Rover owners. We researched every dangerous creature and the effects of natural oils, scents, and everyday ingredients on them. The book not only gives tips to survive against dangerous animals, but it also actively protects its owner. Each page is a resealable packet that contains wet wipes coated with natural oils or an everyday ingredient that will repel or neutralize dangerous creatures.
Indication of how successful the outcome was in the market:
The book was sent to 3,000 existing customers, and the initial response was very positive. Land Rover showrooms were filled with requests for copies of this new adventure must-have. And after reading the book, over 170 Land Rover drivers even reached out to tell us their tips to repel dangerous animals. The client was so happy with the concept that the book is now going to be given away as a supplement to the cars’ manual with every new Land Rover sold.

Screen Shot 2013-03-20 at 3.06.34 AM

THE LAND ROVER ESCAPE KEY wins Bronze in the Direct category.

Client LAND ROVER
Product LAND ROVER LR4
Entrant Y&R DUBAI, UNITED ARAB EM
Type of Entry: Direct: Product/Service
Category: MAILINGS
Title: THE LAND ROVER ESCAPE KEY
Product/Service: LAND ROVER LR4
Entrant Company : Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency : Y&R DUBAI, UNITED ARAB EMIRATES
Name Company Position
Shahir Zag Y&R Dubai Chief Creative Officer
Shahir Zag Y&R Dubai Creative Director
Joseph Bihag Y&R Dubai Creative Director
Joseph Bihag Y&R Dubai Art Director
William Mathovani Y&R Dubai Copywriter
Amin Soltani Y&R Dubai Head Of Production
Leng Panganiban Y&R Dubai Producer
Binnu Cherian Y&R Dubai Production Manager
Subash Mishra Y&R Dubai Post Production Supervisor
Gitten Tom Y&R Dubai Retoucher
Vineet Naik Parrikar Y&R Dubai 3d Designer/Illustrator
Pierre Farra Y&R Dubai Account Manager
Farid Hobeiche Y&R Dubai Account Manager
Dara Al Faqih Y&R Dubai Account Executive
Pixel Plus Media Pixel Plus Media Production Company
Dejavu Dubai Dejavu Dubai Production Company
Jacqui Nightscales Jacqui Nightscales Photography Photographer
Jean Atik Jaguar Land Rover Marketing Manager
Zaakesh Mulla Y&R Dubai Account Supervisor
Describe the brief from the client:
To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners. And encourage them to discover life beyond their office cubicles.
Creative Execution:
Now when they’re at work and routine drives them up the wall, the key will serve as a gentle reminder to escape the everyday. And consider test driving the Land Rover LR4.
Describe the creative solution to the brief/objective.
Every prospective Land Rover adventurer has a day job and spends hours working on their PC every day. We decided to surprise them with the Land Rover LR4 Escape Key. A small object that lets them personalise their keyboard in a special way.
Describe the results in as much detail as possible.
We have sent out three batches of 800 pieces. The number of queries almost tripled. Test drive’s up by 208%. But most importantly, it made Land Rover LR4 the top-of-mind 4×4 vehicle of our prospective customers.

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Agency: Team Y&R

Country: UAE

Year: 2013

one more example for the same brand by the same agency and same creative director featuring animals and once again no photo of the product/vehicle..

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Also interesting is to check out the following links which prove the adage  that “lightening does NOT strike twice at the same place” and that “A good idea will sneak up behind you, pull your pants down, and run away giggling” :)

images-4

As clearly evident by these examples (and others offcourse)  ”The region is ripping off world class creative” and most of the time getting away with it, or so they wish ;)

Dirty copycat by Dubai Team Young & Rubicam gets washed out by Joe Lepompe

Harvey Davidson – The agency that copied these ads also copied many more and won Dubai Lynx 2012 agency of the year

top that

Monopoly

Balanced bottles

Haircut

Hand cuffs

Hammer Time

Food for thought

Hot ad, cool ride

have a chocolate break, have a land rover

Yet another #$$ hole

Screen Shot 2013-03-20 at 3.43.56 AM

Each shortlist of this type of copy-cat, cliche or proactive work is depriving real creatives with ethics from the opportunity to shin and be discovered (or redescoverd).

5 thoughts on “Dubai lynx-2013 episode 2-starring shahir of team-Y&R”

  1. Is it just me or is the Q&A idea really lame? I like Y&R Dubai, but this idea is not really up to their standards and definitely not worth getting shortlisted.

    The first picture reminds me of a campaign for Man Vs Wild. Actually, it is the same idea.
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_pizza
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_kebab
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_fries

    I spotted a lot of copycats (or unfortunate coincidences) among the shortlists already. I’d be happy to share.

  2. Is it just me or is the Q&A idea really lame? I like Y&R Dubai but this campaign is not really up to their standards, and definitely not worth getting shortlisted.

    The exotic food ads reminds me of a campaign for Man Vs Wild. It’s the same idea, actually:
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_pizza
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_fries
    http://adsoftheworld.com/media/print/prime_television_man_vs_wild_kebab

    I spotted many copycats among the shortlists already. I’d be happy to share them. Those judges need to do more research.

  3. Tonight, the cheats will celebrate their victory.
    Tonight, the cheats will win for accounts they have never worked on.
    Tonight, the cheats will walk away with trophies for a coffee outlet no one has heard of, a fashion store of an uncle or a brand-name that was registered just yesterday.
    Tonight, the cheats will gain points and be ranked world’s #1 or #2 or #3.
    Tonight, the cheats will tweet and update their Facebook page with rubbish on how great they are.
    Tonight, the cheats will go to bed totally smashed and with a big smile on their face.
    Tonight, the cheats will celebrate their victory, once again as their eyes begins to shut.

    Tomorrow, the real ad men and women’s champion, Louai Alasfahani will reveal more truth about the cheats and I can’t wait to read about them!

    Keep up the good work brother!

  4. Thank you RainOnYourParade for sharing the links which are in fact based on the same core idea that Team Y&R tried to sneak into the Dubai Lynx but failed thanks to true ad men (and women) out there ;)

  5. A big shout out goes to Les. Thanks for the vote of confidence. Together the true people of ad land will expose fakes and gradually we will see real work awarded which is actually representative of the region level of creativity or lack off ;)

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