Category Archives: Jordan Advertising Awards

DDB Dubai unbelievable VW copycat from Y&R israel for Mercedes

THE ORIGINAL
Galeries Lafayette department store – 1997
“Famous brands at unbelievable prices”
Source : French Art Directors Club
Agency : Euro RSCG BETC (France)

ufo_1

Smart promotional ad – 2007
“Nobody will believe you’ve seen a price like it”
Source : Cannes Lions Archive,
Agency : Contrapunto Madrid (Spain)

Source: http://adsoftheworld.com/files/images/UFO_1.preview.jpg

Magic Sunday Adv Package – 2008
Source : EPICA Awards,
Agency : Åkestam Holst (Sweden)

All three examples from UFO with advertising banner / OVNI soit qui mal y pense

vw3fullsize

 

Client: VW

Advertising Agency: DDB Gulf

Creative Director / Copywriter: Rishad Lawyer

Art Director: Guilherme Pecego

Photographer: VW data base

Country: UAE – 2009

To add insult to injury DDB Gulf has entered this copy-cat campaign in the 2009 Dubai Lynx.

Source: http://mediame.com/sites/default/files/images/vw1.fullsize.jpg

picture-3

Mercedes CL-Class “is it real?”

Source : Eurobest Advertising Festival,

Agency : Young & Rubicam

Country: Israel – 2006

Source: A recurrent mystery / Serpent de Mer ?

nessie

Source: http://adsoftheworld.com/files/images/Nessie.jpg

Client: Smart

Agency: Contrapunto, Madrid, Spain

Creative Directors: Antonio Montero, José María Cornejo, Fernando Galindo

Art director: Fernando Zurita

Copywriter: Alberto Lizaralde

Country: Spain – 2007

vw1fullsize

Source: http://mediame.com/sites/default/files/images/vw3.fullsize.jpg

Client: VW

Advertising Agency: DDB Gulf

Creative Director / Copywriter: Rishad Lawyer

Art Director: Guilherme Pecego

Photographer: VW data base

Country: UAE – 2009

To add insult to injury DDB Gulf has entered this copy-cat campaign in the 2009 Dubai Lynx.

dl_trophy5

 

this is really unbelievable. anyone out there still willing to defend this type of actions with the typical lame excuse of telepathy?

picture-71

Published in Media Week ME. 26 April 2009.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

creative allure

liveissue

Source: Campaign Middle East. By Nick Henderson.

I was not surprised of Chafic Haddad response that “the issue of scams and copycats has been blown our of all proportion” I think he is starting to feel the heat and as such is trying to undermine the creative awakening in the GCC (the first step towards fixing a mistake is admitting that the mistake exists).

Chafic Haddad (and JWT) know well about the mistakes that won them creativity awards (be it Lynx, KAAA, MENA Crystal) or others that got them the title Agency of the Year in 2008) so he for one will not be admitting to such mistakes 😉 once again FP7 Doha is Agency of the Year in my book.

NB. lets not forget that many of Chafic’s “creative ideas” are featured on this blog alongside the ORIGINALs 😉 check these out for an example (to see more just search this blog for JWT):

Say No…to copy-cats

Mouse trap or copy cat trap?

Sushi

To add insult to injury the creative director of this awarded copy cat is serving as a judge on the 2008 MENA Crystal Creativity Awards jury!!! and guess who dominated the Awards 😉

Seven ‘Kuwait Arabic Advertising Awards’ facts

war-party-021

 

louai_press_crop

By Louai Alasfahani

 1-      What is your opinion of the KAAA’s initiative – to be applauded, or pointless?

The KAAA “intended” step towards following the well established practice of Cannes Lions, Dubai Lynx and other reputed creativity awards in withdrawing trophies (from agencies that have been proven to have won with copy-cat, spoof/ghost or cliché ads) is certainly to be applauded – provided KAAA actually takes this crucial first step. Withdrawing only one trophy as an attempt to save the KAAA integrity due to mounting pressure from the industry watch-dog, the IAA Kuwait chapter (sponsors of last year’s KAAA) or as a timely reaction to the increasing publicity on copy-cats in trade publications is not enough. Only the withdrawal of all awarded copy-cat work can save the KAAA integrity and make the effort of combating copy-cat ads meaningful.

2- Shouldn’t agency staff be encouraged to look at others’ work to find inspiration, after all nothing is really original?

In theory – Agency staff are encouraged to look at others’ work to open their minds to the infinite possibilities of creating new artworks. In reality – the copy-cat problem is due to agency staff constantly looking at others’ work, falling in love with others’ work (specially internationally awarded others’ work) copying others’ work then selling it to their clients as their own creations and being awarded for such practice!!! I strongly disagree that “nothing is really original”; this statement is parallel to “there is no new thing under the sun” – Ecclesiastes i:8.Since this is a very long argument; I have summarized my disagreement with fundamental definitions/process of creativity with some quotes to clarify my point:

1-      Creativity by definition of Lateral Thinking: “When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability”. – Edward De Bono.

2-      Creativity as a process of Bisociation: “The bringing together of two previously unrelated planes of thought”. (Examples from the art world include one of Picasso’s paintings when he brought together the style of the sculpture of African masks with Paul Cezanne’s brush technique; another example is the portraying of a face in profile together with a full face).(example of daily life is sailing + surfing = windsurfing  another example is glue + Woods Shaving = chipboard) in other words “Creativity is finding new things…or expressing old truths in new ways” – Roger vol Oech.

3- To what degree is copying acceptable in terms of art direction or ideas?

“There are three arts which are concerned with all things: one which uses, another which makes, and a third which imitates them” – Plato. Copying is not acceptable at all in terms of the big-idea/concept however it is tolerable in terms of art direction and technique.
4- Why do you think the region is resorting to copycat work?

The region is resorting to copycat work for a number of reasons; in some occasions for a combination of all the listed reasons:

1-      Lack of self-regulation.  Internationally “aligned/affiliated” agencies have only embraced the international agency “name/logo” but not the more important- international agency “culture”.

2-      Un-sufficient enforcement of copyright laws in the advertising industry.

3-      Rising costs and Lower industry profit margins in the GCC than the developed world.

4-      Quick profit combined with good old fashioned laziness. “Time is money”.  It is much easier, much faster and much more profitable to copy already existing work than to invest time in creating something new and original.

5-      Lost passion. Many professionals have lost their passion for the industry so anything goes. Those who still have passion believe that “When love and skill work together expect a masterpiece” – John Ruskin.

6-      Wining at any cost. Many creative directors have resulted to spoof ads and copy-cat ads to unethically accelerate their carriers on the account of other more talented and deserving individuals – but this will not last.

7-      Lack of knowledge on the part of most clients with regards to copy-cat work which directly effects creative output in this region.(Although clients are not the ones to be blamed).

5- Do you think it is a problem particular to the region?

There is bad news and then there is very bad news; The bad news is – the problem is not particular to this region alone; as evident in blogs and websites dedicated to fighting this problem, examples are www.bloganubis.com (first site in the Middle East dedicated to fighting copy-cats), www.joelepompe.net (author of the world’s first book on copy-cats) and http://www.coloribus.com/admirror/ the very bad news is  – only in this region has the problem reached epidemic proportion.

6- Can agencies be better ‘policed’ to ensure copying doesn’t happen, and when it does, who should take the blame?

Agencies can be better policed in a number of ways, such as;

1.     Self-regulation. Each agency can lead by example by reprimanding any member of the agency compromising its integrity with spoofs and copy-cat ads. (Even before the idea/concept is presented to the client for approval). “I would rather fail for attempting to do something different, than just do constantly mediocre work” – Jack Mariucci

2.       If and when self-regulation fails (intentionally or unintentionally) we as industry professionals have the moral obligation to report (with proof) any copy-cat work to the industry governing body – the IAA local chapter ; which in turn will take necessary actions. (An important fact is that many creativity awards are presented in association with the IAA and industry leaders are IAA board members).

3.       In the unlikely event that the IAA local chapter does not take adequate actions then industry professionals can report (with proof) any copy-cat work to their favorite trade magazines which in turn will gladly publish it. (In addition copy-cat work can also be reported to specialized advertising blogs).

4.       If all fails then as a last measurement we as industry professionals can do the client a favor by enlightening them by means of forwarding (with proof) any copy-cat work that has been sold to them by the agency.

It is interesting to note that creative directors constantly complain about clients not embracing creativity in this region, yet manage to sell them copy-cat ads created by a different agency, for a different market, in a different continent many years ago…but continue to blame clients!!! Agencies are paid to create good work not to copy great work. “Imitation is not the most sincere form of admiration but the sincerest form of thievery”.

7- Do clients really care if work is copied if it works for their brand and doesn’t clash with anything locally?

Clients entrust agencies in producing original, creative, relevant artworks that sells products and services and are not aware they are paying for copied work.  (It is not a client responsibility to investigate the work copied by an agency). Yes, clients do care if work is copied; even if it works for them they would shift their account to another agency. To put the theory to the test publish some examples of copy-cat ads then call those clients for an opinion 😉

sources:

Jorge Frascara. Communication Design Principles, Methods, and Practice. Allworht Press, 2004.

Frank Jefkins. Advertising Third Edition. M+E Handbooks. 1994.

John Townsend & Jacques Favier The Creative Manager’s Pocketbook.

Alastair Campbell The Designer’s Lexicon.

Capsule. Design Matters.

 

Impact BBDO Lebanon was pregnant with a copycat for 8 years

new-beetle

Less Original: VW

Agency: Impact BBDO

Country: Lebanon

Year: November, 2008

Source: http://www.adblogarabia.com/the-new-beetle-by-special-delivery-only/

vwcozd2

Original: VW

Agency: Ogilvy & Mather Rightford Searle-tripp & Makin

Creative Director: Mark Fisher

Copywriter: Joshua Bryer, Mark Fisher

Art Director: Gavin Wood

Account Supervisor: Mike Abel

Country: South Africa

Year: 2000

Featured in a book by Ed. Julius Wiedemann titled “Advertising Now. Print” by Taschen publishing, Page:597. ISBN: 978-3-8228-4027-6.

www.taschen.com

 

wunderthemes

Year: 2000

Source: http://newbeetle.org/forums/miscellaneous-hoo-ha/35544-new-beetle-ads-2.html

copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

 

Leo Burnett Dubai retro organic haircut

“It’s so natural it was done before that I really wonder how this poster reached the Cannes 2010 Shortlist? Jurors were probably blind : their hair probably grew too long … hiding their eyes?” – Joe Lapompe.

salon-de2004

Beka International Hairstylist – 2004
Source : Art Directors Club Merit
Agency : Ogilvy Sao Paulo (Brazil)

the-hairdressrs2007

The Hairdressers / Ambient – 2007
Source : Chip Shop Awards Best Ambient
Agency : MDA creative (United Kingdom)

The above examples are featured in a book titled “Nouveau?” by Joe La Pompe. Page: 101. ISBN: 978-2-7533-0069-9.

leo-burnett-dubai

 

 

 

 

 

 

 

 

 

 

 

Less original: X Trim

Agency: Leo Burnett

Creative director: Greg Bray

Country: UAE

Year: 2006

As part of a special report on Cannes Lions 2006 the above example was published in Communicate magazine; June 2006. Issue: 18. Page: 30.

The above was published in GMR Gulf Marketing Review in June 2005. Page: 48.

Pantene “Nature Fusion” – 2010

Source : Cannes Outdoor SHORTLIST
Agency : Grey Johannesburg (South Africa)

Notice the resemblance…

cheveux2009

Pineda Hait Transplant Clinic / Ambient – 2009
Source : Cannes Festival Longlist
Agency : TBWA Makati City (Philippines)

The followingis a good example of how to express an old idea in a new way.

inspiration_visa

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

Torn creativity

First published in September 2000

First published in September 2000

Anubis272

Published in Adweek magazine. Vol. XLVIII No. 25. June 18, 2007. Special Report. Page: SR9.

picture-11

First Published in September 2000.

Source: http://www.coloribus.com/admirror/torn_page/

Awraq 2004010

Published in Adweek magazine.Vol. XLVII. No. 25. June 19, 2006. Page:13.

www.adweek.com

picture-22

Bates Pan Gulf does it again; it got shortlisted at the 2008 Dubai Lynx with a copy cat thinking that they would get away with it 😉

Source: http://www.dubailynx.com/winners/print/win_99_1_03069.htm

Type of Entry: Magazine

Category: Drinks

Title: RIPPED

Advertiser/Client: DLUSH

Product/Service: DELUXE BEVERAGES

Entrant Company, City: BPG KUWAIT, Kuwait City

Country: KUWAIT

Advertising Agency, City: BPG KUWAIT, Kuwait City

Country: KUWAIT

Creative Director: Souheil Arabi

Copywriter: Aaron Arthur

Art Director: Radwan Atwi

Account Supervisor: Plamena Koeva

audi_quattro

The Above ad is of an identical idea but with a slightly different execution

AgencyGrey Dubai, UAE
Creative Director: Mounir Harfouche
Art Director: Vipul Salvi
Copywriter: Vipul Salvi
Photographer: Alister Miller
Published: 2007

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

Moo Zain = not good

Q-YQrb12pgfn7PIDCh1Al_ZwrfwIjL0gupY9nO8gNGg

Agency: Team Y&R Dubai

Client: Harvey Nicholos

Year: 2013

Short listed in Print and Outdoor!!!! There are some other examples of this BIG idea and art-direction which involves a toaster suronded by (obviously) toast bread and yet another one with a deodorant can surrounded by “screws” and yet another one featuring a pencil sharpener and pencils, one more features an electric socket and a plethora of plugs 🙂

check out the link Shocking creativity

October 2004 😉

Source: http://www.coloribus.com/admirror/attraction_effect/

Less original: Zain

Agency: JWT

Creative Director: Mazen Faied

Kuwait – Jan 2008

Source:http://www.ads2blog.com/2008/01/17/zain-shared-internet/

Hmmm, so much like the MTC…I mean Zain; cupcake/spoon ad.

copy an idea, replace the coffee with a cupcake and volaaa you have a Zain ad but that does not mean it is a good ad 😉

dsc09619

Client: Cafe’ Supreme

Agency: C3

Country: Kuwait – 2009

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

Bandit

Original: Design Center. Less original: P&AKuwait.

This ad was published in

Arab Ad magazine.


another example of the same concept can be seen on the pages of Arab AdSeptember, 2003 issue. Vol. 13. No. 8. Page:212.

Unbelievable!!! This copycat concept got awarded Silver at the 2003 Jordan Advertising Awards!!! The awards were organized by Arab Ad and Mediascope J and were held on the 14th of August, 2003 at the Grand Hayatt hotel in Amman – Jordan.

The following criteria was used to evaluate the work, 55 points for freshness of the idea, 20 points for strategy, 20 points for quality of the execution and 5 points for personal assessment.

Judging panel included: Walid Azzi (Arab Ad), Tony Sabbagh, Nadim Zahar, Nagi Moubarak, Reema Karram,  Halim Choueiry (publisher of Comma in Arab Ad), Hanadi Shehabeddine (Arab Ad), Ali Maher and Ani Orfali.

 

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

“When we all think alike, then no one is thinking” – Walter Lipmann.