Egypt has always been a hub for the Middle East when it comes to advertising, especially TV advertising. We have pioneered the industry and shaped it year after year. Over time, the industry has evolved a lot.
This year however, some brands have decided to stay back in the 90s; the look and feel of the ads took me back to the days when you would sit in front of EG-CH2 and watch whatever comes your way because you didn’t have any other option.
Long jingle ads, choreography in bath robes, dance sequences in the supermarket aisle (carrying cheese) and dribbling a ball within a bank branch. Does that really add to your brand, in this day and age? I’m not sure if this is intended as this is what (they think) works with their audience, or it’s just bad choice of… everything?
WE SAID THIS: We’ll leave it up to you to decide.