JWT Dubai Hits the break on creativity and accelerates copy cat ads

“Ok this example is not brand new, but it’s quite stunning. Is it a “clear” case of parallel thinking or a speed copycat? Who knows… one thing is sure : the 2 ideas and executions are very very similar.” – Joe Lepompe.

THE ORIGINAL

New Honda Storm – 2007

Tagline : “With high poerformance brake system”

Source : Cannes Archive Online,

Agency : Euro RSCG Buenos Aires (Argentina)

LESS ORIGINAL Mercedes C-Class – 2008 Headline : “With brake assist system BAS Plus”  Source : Dubaï LYNX BRONZE Agency : JWT Dubaï (UAE)

Source of both examples: A sharp lookalike / Une nette ressemblance!

Dubai Lynx 2012 Episode one – clone wars – The film grand prix was awarded to Elephant Cairo for its

I really do not know where or how to begin. Every year the same sad story, a few classroom clowns think it is funny to ruin the only advertising festival of merit in the MENA region by entering copycat, spoof and cliché work in the hope that something slips by the judges and unfortunately it sometimes happens but when it does I take action with the aid of a network of passionate professionals. So let the games begin and let the truth shine.

Please look at the posting date of the clip ( zanzun 82 in ali ali’s youtube channel ) it was posted on the day of the Dubai Lynx shortlist, perhaps fearing that if posted erlier he might get some heat from his client who refused it or from the advertising scene in cairo who could have notified lynx before the show.

Kalbaz:http://www.youtube.com/watch?v=gbf6quLCS7g&list=UU7OU9dwvZQMvY2hazUrcn1w&index=2&feature=plcp

Uploaded by ivvos on Aug 7, 2007

TITLE: “Touch” BRAND: Skittles AGENCY: TBWA\Chiat\Day New York

The “BIG idea” behind the Grand Prix winning work for Kalbaz (at best) is “homage” with a twist to Skittles”everything i touch turns into” which at a core level is inspired by the “Midas touch”

The similarity is obvious.

Now look at the posting date (Feb 9, 2010) of the McDonalds TVC’s that won two bronze in the film category in 2012 !!!!!!!!!

Source: FAMILY FEUD and SHOWER and http://www.dubailynx.com/winners/2012/film/index.cfm?award=4

Source: http://www.youtube.com/watch?v=-wlbM_RF7RI&list=UU7OU9dwvZQMvY2hazUrcn1w&index=37&feature=plcp

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.

A cliché (from French, klɪ’ʃe) is a phrase, expression, or idea that has been overused to the point of losing its intended force or novelty, especially when at some time it was considered distinctively forceful or novel. – Wikipedia.

In the past years Elephant (and others) have won with ghost/spoof ads and it seems there are still a few people out there insisting on winning by cheating, depriving real work from being awarded and thus reflecting a skewed image of the true level of creativity in the MENA region and damaging the reputation of the Dubai Lynx in the process, here are a few examples of such work by Elephant (other examples of other agencies will follow soon).

Source: LIVING ROOM and CAMP and SWAMP and http://www.dubailynx.com/winners/2010/print/

Source: LIVING ROOM and CAMP and SWAMP and http://www.dubailynx.com/winners/2010/outdoor/index.cfm?award=2

The “out of this world” gum won Dubai Lynx Print Grand Prix in 2010, three Outdoor Gold in Dubai Lynx 2010 and a bronze in Cannes Lions. Please call SIMA candy makers in cairo, and ask them if they ever heard of the campaign. SIMA never advertises in print. Egypt is not a print media market. 

The following “work” won them three Bronze at the 2011 Dubai Lynx!!! Really!!! a small shop selling socks turns to a big shot award winning agency in a down-turn-economy to produce creative work in English (in Egypt) with custom-made typography which bears a great resemblance to Mercedes-Benz!!!  Did anyone see these socks ads in egypt, let alone the winter collection?!!!

Source: GIRL and MAN and BOY and http://www.dubailynx.com/winners/2011/print/index.cfm?award=4

Advertising Agency: Elephant, Cairo, Egypt Creative Directors: Ali Ali, Maged Nassar Copywriter: Ali Ali, Maged Nassar Art Director: Maged Nassar Photographer: Garrigosa Typographer: Tariq Ali

Source: http://adsoftheworld.com/media/print/amuse_fashion_stores_girl

Advertising Agency: Jung Von Matt / Limmat, Switzerland Executive Creative Director: Alexander Jaggy Creative Directors: Fernando Perez, Livio Dainese Account Manager: Urte Krause Account Supervisor: Thomas Hinderling Art Buyers: Ilonka Galliard, Deborah Herzig Photographer: Hannes Kutzler

Source: http://adsoftheworld.com/media/print/mercedesbenz_wiebke

The the next example, notice the bare resemblance lol which won two Gold and two Bronze at the 2011 Dubai Lynx

Source: OFFICE and HOSPITAL and http://www.dubailynx.com/winners/2011/film/index.cfm?award=2

Source: KITCHEN and SUPERMARKET A and http://www.dubailynx.com/winners/2011/film/index.cfm?award=4

And in the 2009 Dubai Lynx they won Grand Prix Print for ads that they later own admitted that they were not approved by the client!!!

Source: EGYPTIAN HOTDOG and EGYPTIAN BURGER and EGYPTIAN PIZZA and http://www.dubailynx.com/winners/2009/print/

Apart from the classroom clowns nuisance, The Dubai Lynx was an excellent get-together for the industry practitioners to not-work, network, learn and have some much-earned fun.

Bates Pan Gulf Taxi finally reached Dubai after five years in Portugal

“There’s no need to drink abusively … to see double. Another Cannes Bronze Lion totally ripped of! Anyway, this kind of copycat/coïncidence “drive” them directly to joelapompe.net”

THE ORIGINAL

Antral Taxi Company  / Anti Drink and Drive – 2007

Source : Cannes BRONZE LION, DraftFCB website

Agency : DraftFCB Lisbon (Portugal)

LESS ORIGINAL Mahiki Night Club / Anti Drink and Drive – 2012 Source : Adsoftheworld Agency : Bates Pangulf (UAE)

Source of both examples: Fake Taxi Signs / En voiture pour Joe La Pompe!