Dec 15, 2009
Gulf Bank: Our Fifth Award Dedicated To Kuwait
(Click to enlarge pic)
Msg from sender:
“In the old days, water was sold by a “Kandari”, ie. the man who brings water, each week he sells water to the house and makes a “mark” on their door so that by the end of the month he knows how much money each house owes him, thus our “headline” our dedication of the award to Kuwait. This was an old Kuwaiti tradition that almost everybody is familiar with …Engraving a mark on the wall means “We are here to Stay” and “We will make more marks in the future”. Using the Kuwaiti door, is the local touch that we felt we needed in these ads because it is all about us as a Kuwaiti bank..”
Thx Najla
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27 Comments, Comment or Ping
S
I think this is one of the best ads done in-house by Gulf Bank!
Well done.
Dec 15th, 2009
wow
First of all, the idea is Stupid …. the guy who did this ad has no mind, it's very clear that the idea can be use for something related to jail (Counting day's) … etc, but for a bank sure not… it's too negative.
Sec., I don't know how did the art direction but it seems that Gulf Bank did it not BBDO, because of the poor retouching around the door and the wall as well….
Dec 16th, 2009
Indiancurry
@ WOW – I partly agree with your comments that the door and the wall looks like a composite. It's probably an actual shot but unless we see the original photograph we can never prove poor Photoshop retouching.
However, I do not agree with your statement of the idea being stupid. Najla has given a clear rationale to the ad created on the Gulf Bank's Kuwaiti heritage as you can see the single minded branding of the Kuwaiti dhow in all their branches. Although I am poor at Kuwaiti history, I commend the person who created this idea because it delves into the invaluable role of the water carrier in the background of old Kuwait's harsh environment connecting it to Gulf Bank's pride of being a Kuwaiti bank.
All ads need not be criticized just because they are posted on the blog. And no, I do not work for Gulf Bank or BBDO and I am not even in Kuwait right now :)
Dec 16th, 2009
zuzz
Dear Wow.. I think your criticism was a bit harsh! You are looking at it from a completely negative view!! Plus like indiancurry mentioned, there is a rational behind the ad, as to why such a picture and concept and headline were used. I think this is a very strong and touching ad, that many Kuwaitis can relate to both young and old, as it is really part of our culture and heritage and an actual historical event.
Overall, this is a great ad and I highly applaud the designer behind it. And to anybody thinking I have something to do with this ad, I don't. I am just an admirer of "GOOD ADVERTISING.
Dec 16th, 2009
wow
Still not working at all and the art direction too….
There are more than 6 art directors in BBDO Kuwait and they never come up with something WOW and they always have a poor art direction… WHY?, I don't care if this is the market in Kuwait or your client, you guys have to study the market again and think of your ads again and again, you can't publish an ad like this… it has a negative meaning.
Let me say it in a different way….. If this is the fifth award… Why you have to count???? When you count!!! it means you are waiting something, RIGHT? so if it's the fifth award you shouldn't count at all, because you already have 4 and no need to wait or counting???
Dec 16th, 2009
zuzz
Wow… No art direction is needed when this is an actual photograph of a historic door of a diwaniya in Kuwait. Its a matter of expressing a traditional "mark" on the door that all of Kuwait is fond of and knows about. Also regarding stating that Gulf Bank won the 5th award, whats wrong with counting?? Gulf Bank is proud to be the winner of such an exclusive and prestigious award and its an honor to announce it to the public and dedicate it to Kuwait. Counting does not necessarily mean the bank is waiting for something, Counting MARKS an event that the whole bank is celebrating and is proud of.
I think everybody has their own opinions, but I don't think yours is very valid here.
Dec 16th, 2009
wow
ZUZZ.. i'm sure you're working in BBDO :) come on man be fair.. anyone can judge this ad even the most stupid man in the world, but i know your feeling you can't say the truth against your agency :)
Dec 16th, 2009
zuzz
Please.. Do not associate me with the agency… I work in a private company in Investments, so whatever any competitors come up with I tend to be aware of as it is part of my job. So please don't just assume that I work there or in anyway related to it. I am just a true Kuwaiti who knows her culture and knows her heritage, and this campaign was done PERFECTLY, from execution, to headline, to picture placement.
Thank you.
Dec 16th, 2009
wow
So you know nithing about advertising… pls don't ever comment again.
JUST WATCH AND LEARN… THEN COME BACK
Dec 16th, 2009
wow
If you want me to prove my point.. ask your friends in BBDO to publish the ad on adsoftheworld.com
Dec 16th, 2009
Ryan Wilmington
The expat to local population ratio in Kuwait is at around 70:30. Yes 85% of all online, print and web ads are targeting local citizens.
I understand that advertising companies usually dont have too much control over this cos they have to work with local marketeers, but to me- that is NOT an advertising industry. That is delusion.
Take Your neighbour Dubai as an example- It is not uncommon to see a philipino , american , Indian or even an african in their outdoor ads , campaigns, collateral and gidelines…for big companies, because they understand their markets and target their consumers accordingly.
There will only be an industry here when mindsets change, and right now its not even anywhere close to regional standard, let alone international.
Dec 16th, 2009
Indiancurry
@ RYAN – A couple of my two cents worth because having worked in Kuwait for such a long time I still get incredulous about shoot & miss postulates.
First of all the advertising industry will not change on the mindset as it is based on many factors, the primary being your message to the target audience, so do not confuse your fundamentals. Since a long time Kuwait's advertising was targeted towards the locals who comprise of of the minority but that's changing (or is in the process of change). This was mainly due to Kuwait having a captive audience, perception of Kuwaitis having disposable income & Arabic being the major language of communication. So in addition to demographic factors, psychographic factors also play here.
Secondly comparing Kuwait to Dubai is comparing apples to oranges even if both are in the GCC. Dubai has changed into a cosmopolitan city depending on overseas revenue for tourism and investment while Kuwait has not. As an expat you can't even think of buying a property in Kuwait, forget about other things. So when it it comes back to advertising on the core sectors of real estate, investment, who would you target, a Filipino or a Kuwaiti? Forget the cars & general banks as they do target expats …
I hope you got my point about the chalk & cheese :)
Dec 17th, 2009
Mr. Obvious
While each person argues the merits of the above mentioned ad, each one of you falls short of realizing that an explanation is required to even understand the ad. That by definition is considered poor advertising.
Dec 22nd, 2009
Miss Know-It-All
I don't know who okayed this ad but it's kind of racist. The Al-Kandaris are a big and successful family in Kuwait today that have disconnected themselves from the profession their ancestors were famed for: water bearers or in other words, downright lowly and impoverished servants.
The Al-Babtain family used to sell cigarettes and bubble gum near the port in Kuwait's olden times. How'd they feel if their name was linked to an ad for Wrigley's?
Note to Gulf Bank: Avoid using traditional themes for the sake of sustaining and owning them. We get it. Move on and don't kill a campaign because you ran out of old Kuwaiti themes because surprise surprise, many won't do your campaign good like this ad!
Dec 22nd, 2009
indiancurry
@ Mr Obvious – By your statement you fall short of the realisation that advertising is not final in itself like a work of art. It is about the message & if good ads in Tokyo, Seoul, Paris or Rio De Janeiro are not understood by you in Kuwait (Considering you a non citizen of those countries), then will you define it as poor advertising?
Just my two cents, nothing personal …
Dec 23rd, 2009
S
you don't even need an explanation to this ad as it is very self explanatory just they way it is. the counting on the wall is used worldwide and any educated person should/would know what it is.
The explanation that was written is just to explain the concept that was done for anyone curious to know.
WOW – don't be hatin on people. everyone has a right to their own opinion! we listened to you …. listen to others without being judgemental or rude.
Dec 23rd, 2009
S
u too miss know-it-all…
Dec 23rd, 2009
Choco
@MISS KNOW-IT-ALL: Kandari is not referred to as the family. Only if you were Kuwaiti or know old Kuwaiti terms, you would have got it. For example, when we say "ana Yo3an" I am not referring to Al-Yo3an reputable family, same goes to almost all family names in Kuwait, which are mostly "alqab" and that's how they all got their family names – If you are Kuwaiti, I advise you to better ask your dad if you feel that you need to be more educated.
Last but not least, I think this ad targets 100% Kuwaitis, because only Kuwaitis would get it. And that's what the campaign is about – hiring Kuwaitis. I personally think that this is one of the best campaigns done by Gulf Bank – simple execution, powerful concept.
Bravo Gulf Bank.
FYI – A Kandari is the man who brings water. He can be from any family.
Guess you know-it-all by now :)
Dec 23rd, 2009
Ms. Neutral
I think rather than just slating the ad – how about some productive criticism?
I personally feel the concept of the ad is very nostalgic and a reminder of the humble beginnings of Kuwait which everyone ESPECIALLY KUWAITIS should not forget! It's reaching to the Kuwaiti people. I don't think the Kandari's would find this offensive and racist at all! We all have roots – and those of us with brains should ALWAYS be proud of where we came from – even if we have come far from the past – we all started somewhere!
Mr Obvious raised a very good point – your discussion highlights that an explanation is needed for the ad, is this the issue? In which case that's what should be addressed – maybe it was taken for granted that people would understand (which is a common mistake), but now that you understand the concept do you still think its a poor ad? (leaving the discussion of it shouldn't have to be explained on the side?)
This is the first time I see Gulf Bank reaching out to the Kuwaiti customer – it seems like a new strategy reaching out to that patriotic chord and I am keen to see what else they come up with!
Dec 24th, 2009
A
A point well made by Ms. Neutral and Choco..
If you go back to history you may realize that the ancestors of many Royals, Heads of States, Industrialists, Businessmen etc belonged to humble backgrounds..The Arab world did not always have the riches of oil.. before the discovery of oil, every family had some mode of livelihood and most people that I know of our amazingly proud of their roots..some were waterbearers, some fishermen, some peasants, construction workers etc..they all had an honest source of income..they worked hard to keep their kitchen fires burning and their families well fed..were they low lives?? if a person's income and profession (although honest and acceptable by law and society) decides how you respect the person, then I guess you went to the wrong school..I doubt the Kandaris would be at all embarassed by their family roots..
And just for your information, with all due respect to The Babtain family, they still sell cigarettes, but on a larger scale..they are the agents for Marlboro in Kuwait..
As for the ad, I am sure Gulf Bank had no intention of humiliating the Kandari Family..the rationale provided by Najla is just to create a connection between an old practice and the ad to convey a message so that the audience of today could understand..I would like to join the list of people here who like this ad.. Bravo BBDO!!
Jan 1st, 2010
Go
A, This ad was done in house, not bbdo
Jan 1st, 2010
A
and how do you know?
Jan 2nd, 2010
A
and Kudos to whoever has done this ad..
Jan 2nd, 2010
Go
I know because i work at gulf bank :)
Jan 2nd, 2010
hehe
great ad & i have to agree the photoshop needed some more work.I have to agree with Ms Nuetral
Jan 5th, 2010
madman
ok so gulf bank has done this in house and it showes that marketing dept should not have any part in creating an Ad, it look kiddish
Jan 9th, 2010
Mr. Obvious
Does the ad have historical insight? After explaining it to me, yes.
Does the ad appeal to the mass public? No… I don't think anyone cares about the historical context of the ad, especially since it does not pertain to Gulf Bank in any way, shape or form… Simply put Gulf Bank is a financial institution, they do not sell bottled water… How scratches on a wall and a bleeded image of a Kuwaiti door translates to the naturalization initiatives taken by Gulf Bank still alludes me..
All I see are the scratches a prisoner would make counting the number of days spent in prison….
Even from a symbolic point of view, based on Najla's explanation, the marks on the wall represent debt, which is the one word that should never be mentioned in the creative rationale of a financial institution, especially Gulf Bank (no explanation required). It's like inserting the idea of abortion in a pampers ad…
As for Indian Curry we are not looking at an ad from Tokoyo or Rio… its an ad from Kuwait being analyzed by individuals who, i can only assume, all reside in Kuwait… if we were comparing Apples and Oranges then maybe your ill-conceived comments would be pertinent… But as a Kuwaiti living in Kuwait i find it borderline insulting that a caption is required. As if i am too ignorant to understand what is being communicated or as if the creative is so poorly conceived that an explanation is required.
I am simply pointing out the fact that ads are not pictures from National Geographic that require a caption… And if treated as such then something is fundamentally wrong..
nothing personal Indian Curry…
Feb 10th, 2010
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