RamaScoops : Cottonil & the Underwear Saga

Since the revolution, we have seen a lot of changes in the world of arts, entertainment, social media, life attitude and people’s concerns and ideologies. Well on top of all this, Egypt witnessed something else; the Rise of the Underwear ads!!

Don’t get me wrong, I’m not against advertising underwear but something really puts me off when I see the way it is done here. Last Ramadan we saw Cottonil’s ad, which sparked this new era upon us, a couple of months ago a competitor that has just entered the market by storm, DICE Underwear, took it a step further with a much more subliminal(yeah subliminal my a**)”لكل الأوضاع…لكل الأحجام” campaign.

OK, see I’m all for subliminal communication in ads but it is just weird when the ad is actually about underwear. There is also something about driving on the ring road and seeing someone’s crotch in ugly boxers or briefs that really sends me screaming to the Gods WHY!?

Oh well, looks like its an era that is just starting, Cottonil embraced us with a new ad this Ramdan bringing out the “comfort confessions” of the many faces of society. Here it is: –

WE SAID THIS: It is all good till we a see a crotch on a billboard!