Terranet brings back competition
By Admin I: after a long period of practically no advertising campaigns in town, a period when the most creative outdoor was a badly illustrated cheese ad, Terranet came back to release its 3G internet dongle campaign that’s one of the very best works of the past 2-3 months. It would be very sad to know that the campaign was not produced in Lebanon (or for Lebanon), but it’s worth noting that the links, or the metaphoric associations used are pretty damn smart. The ad is layered: exaggerated illustrations that interfere with photography, a blend that looks very interesting and well executed (though it’s not technically a piece of cake), so Tarek, we have to disagree.
So it’s a very well done visual, an even better concept, but a glitch with the message. Psy is instantly recognizable and very funny, Willy Wonka takes some time, and Mark Zuckerwhatever takes a whole lot more to stare and think. The layering in this campaign made it harder to perceive, and definitely not suitable to be an outdoor distributed all over Lebanon, where very few can identify with. It made it no longer second degree, borderline far-fetched.
Good job with art direction and concept, but Terranet definitely missed using the right medium for the right audience. Wake up advertising!!