Lowe's house Ad: Guest, Man Abutaleb
(I just love this ad and asked Lowe's Arabic creative Man Abutaleb to write a little synosis of it)
"Long before we got the brief to do a house ad, a few of us ‘Lowe lives’ were contemplating this opportunity over many pints of beer.
And we all came to the conclusion that we should do a long copy ad that is relevant to the region. Long copy, because it allows us more space to construct an argument; it’s being used less and less around the world; and because no one has done it here before –that’s adman
ego+beer. And related to the region because we are from the region,
talking to the region. We’re constantly preaching to clients the benefits of insightful advertising, so how dare we not practice what we preach?
We knew that if we looked deep enough we would find something we can turn into an ad. And what did we find? One of the greatest ads ever made. Not only that, it was over 1300 years old. It was the greatest proof of what we strongly believe in: Creativity was never foreign to this region, and that no matter where you are, Creativity Pays."