Title: Clorets Food/Sleep/Silence (top to bottom)
Client: Clorets
Agency: JWT
Country: Egypt
The problem with a lack of competition is that the motivation you had to improve your game just isn’t there. This really applies to Egypt’s dominance in the TV ad field; the truth is, the Egyptians are light-years ahead of the Middle Eastern competition. While that’s great for them in itself, it gives me a yearly batch of decent, yet not ground-breaking, ads.
Which leads us to Clorets. The concept itself is exactly what I’ve been talking about thus far: not bad at all, but hardly anything special. The one true element which appeals to me is Ahmed Esseily’s refusal to portray himself in that arrogant “I’m-a-celebrity-and-I’m-here-which-is-why-you-should-buy-this-thing” kind of way (for those who don’t know, Ahmed’s a TV show and radio host in Egypt – he’s the doctor). I like the deadpan way he does the part, and his celebrity status only makes it more appealing. Plus I’ll probably spend the next week saying “Kalb!” at random…