Monday, April 23, 2007

Why 2007 will not be like... 1984.


When Macintosh initiated their "1984" ad directed by Ridley Scott, they revolutionized not only the world of advertising but also the world of media buying... Chiefly, it also championed the idea that a product could liberate the consumer... The headline "Why 1984 will not be like 1984" (In reference to the George Orwell masterpiece) will remain one of the most remembered punchlines in the history of advertising. Fast forward to 2007, Aizone - a sub brand of Aishti (Lebanon's answer to Neiman Marcus) - is now advertising a summer campaign based on Aldous Huxley's book (Whick alongside Orwell's and Yevgeny Zamyatin constitute the holy trilogy of dark futuristic books) under the concept that, once dressed in Aizone clothes, you will become instantly individualized as if going through "a brave new world"... My only problem is that, whomever thought of the concept either never read the book or did not understand it.
The man and woman in the book, were supposed to be non-individualized and whatever happiness they were constantly experiencing was attributed to "Soma" the powerful drug the whole society was taking. And so the whole book is not about being "seperate" but rather about fitting in... Unless "fitting in" with the masses of Aizone shoppers.
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