The new Ramadan Campaign for Le Mall is quite intriguing... It pictures beggars in different parts of the city, dressed as models and tells the potential consumers of Le Mall that "everyone deserves new clothes" (Even Cheaib, who usually begs on the Corniche)... But what is interesting is that small fine print on the billboard only announces the opening hours of shops and restaurants in Le Mall. I had expected it to say that Le Mall shops are donating part of their profits for some association, but instead, the guilt trip is fully laid on the consumer....
3 comments:
This ad aims to target the shoppoholic teenagers who need new clothes for the EID, or those who have not yet decided if they will shop or not (if beggars got new clothes then you are even worse off), hitting self-image & self-esteem hard. It is totally an ad stunt and has nothing to do with giving and the spirit of Ramadan. Maybe at some level, along the line, they aim to say that Le Mall have the lowest prices, but that's open to interpritation.
Oh wow - this has to be one of the most offensive ad campaigns I've seen in a while. Disgusting.
i hate it - i seriously, hate it - i mean, what is it trying to prove, it is an insult if you tell someone..anyone..,
"even YOU deserve [X]"
so now, we market by dissing poor people
...enchanting,
on another note, le mall and la tabkha... i mean, nomenclature avant-garde super cool
adds to the pop-glitteresque of the [shu nice] ...WAW
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