Roads For Life 2012
By Admin G: So the new TVC of RFL was released few days ago; a pretty smart ad with the wrong line!
Adel Karam, a comedian, elected now to endorse a tragedy with a serious look. Well, not too weird for me… If we look deeper into Adel Karam’s profile, we shall all agree that he has it all for young adults – this campaign’s main audience: He’s good-looking, manly (not when he’s Wajdi though!), funny, cool and trendy; he’s simply a profile that young men identify themselves with and that girls find ‘oh, so cool!’.
Plainly, it is just saying: RFL is sponsoring doctors’ education with the ATLS program blah blah blah…and communicating through Adel an indirect message to youngsters saying: you will still be liked even if you acted responsible. So, do act responsible in every facet of your life: well intended and well transmitted.
However, the commercial’s weak point remains in the line: ‘2tou3 w mara2’. It just does not carry the weight of the whole mission of RFL, and breaks the curve of the whole approach. We’re not advising a dramatic line, nor a super hilarious one, but since the campaign plays on this analogy, ‘2tou3 w mara2’ sounds too, umm.. FLAT!
You have to tag your work with the price that is worth it, no?!