BRecap: Trident and the fun absurd!
By Admin I: So i have to admit my secret crush on absurd advertising!! It’s just super interesting when advertising stops deep-throating us with products to say the least, and just reaches out for fun, for the absolute non sense, that it starts to make sense!
Trident campaigns have always been up to the level, creative and fun (See?! We have nothing against multinationals). It’s indeed a fun product that unleashes potentially playful ideas, where the team can experiment to an extent of sticking any random absurdity and it’ll work like magic!
‘See what unfolds’ is an international approach taken by the brand, that kind of unified local/regional trident campaigns when it comes to look and feel. So the art direction is internationally set, a mix between real footage and animated illustrations, taken a step further by an outdoor beautifully executed concept: a bathtub race! The campaign stress on the unexpected feel that trident can give, and how out of the box the product can be.
It’s a spot on adaptation of the international concept, though it might have been pushed way more if shot at a regular Beiruti area, a busy pop scene, that’s a bit less ‘tantes sursock’/beautiful neighborhoods!
Agency: Saatchi & Saatchi Cairo
Production: Beirut Works
Director: Emile Slailaty
Post production: VTR Beirut
Editor: Maria Malek
Animation and Graphics: Dima Boulad