Wednesday, September 20, 2006

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."


Anonymous Anonymous said...

Though my comand of arabic is non existent I just appreciate the concept of an arabic house ad.

Well done Lowe.

3:12 PM  
Anonymous Anonymous said...

I would argue against the idea of copy heavy ads, but depending on where it was placed it might make sense. I did see it in campaign or communicate.

3:57 PM  
Anonymous Anonymous said...

I completely fell in love with this the minute I saw it.

I sent it to almost everyone on my mailing list, and similarly all of them were impressed.

Anonymous 3:57 has a point with the copy heavy ads, but somehow this one works.


10:20 AM  
Anonymous Anonymous said...


11:02 AM  
Anonymous Anonymous said...

Credit to Man on this ad, black pencil should be kicking themselves in the face for losing him...

4:07 PM  
Anonymous Anonymous said...


7:37 PM  
Anonymous Anonymous said...

Black Pencil lost a lot of great people through narrow minded management, a genuine lack of creative focus at the top and toward the end of Mans tenure they re-employed a monkey at LB who jsut dabbled a bit much into the BP creative dept and caused most people there savour the taste of bile.

8:57 AM  
Anonymous Anonymous said...

Your Home

Roofing Materials Tips for building or remodeling your dream home.

10:24 AM  
Anonymous Anonymous said...

I just came across this post when googling my friend Man's name.. Cant pass up the oppurtunity to say that Black Pencil blows.. I too, am an ex-Black Pencil drone, and that place was a virtual creativity black hole thanks to extremely poor management from the top

1:19 PM  

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