Private View by Havas Middle East’s Leornado Borges

Middle East USA World
Leonardo Borges, Executive Creative Director at Havas Middle East

Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns

DUBAI TOURISM: LIFE IN DUBAI – PEOPLE OF DETERMINATION

It’s refreshing to see a city known for its glitz and glamour reveal a more human side. Challenging perceptions is always compelling, and this work does just that. These narratives connect on a deeper level, promoting a more empathetic view of Dubai and making the city more relatable and inviting to all. Nicely done.

AMAZON: IT’S ON AMAZON PRIME

Adapting global campaigns for local markets is always tricky. In this instance, the local adaptation lost some of its original boldness. I wish the campaign had retained more of its edge and dodged some of the cliches that made their way into the final films. We shouldn’t be afraid to be bold just because we are in an (allegedly) more conservative market.

NISSAN ME: A LEAGUE OF ITS OWN

It’s always fun to see star football players in ads. The storytelling was well designed, and the players’ presence effectively highlighted the product’s key features. That’s hard to do. Interestingly, this might be one of those rare instances where the athletes outshine the actors in terms of performance.

EXPERIENCE ABU DHABI: ONE SUMMER ISN’T ENOUGH

I love the sound of “Abu Dhabi Do’s,”  and together with the music, it makes it that much catchier. It’s not a ground-breaking idea, but it nails the brief and the execution is great. This platform could stay on the air forever. And it probably will, since Abu Dhabi keeps opening more attractions constantly.

ARABIAN AUTOMOBILES: ALL YOU NEED

They went all-in on the comedy – which is refreshing. However, telling the viewers “don’t think” and just urging them to buy the product feels off, especially for a category where people are usually overwhelmed by paperwork and things they don’t understand.