This advertisement is so very American. By which I mean they’ve decided to call themselves ‘Class of 1969′ and they’re having their High School Reunion in the school gym with sparse and pathetic decorations. There’s nothing wrong with this- except that I might be insulting a few members of Dubai city.
I’m very interested in the rising trend of, what I call, dark photography in advertisments. By this I mean that there are a number of ads being released that don’t deny colour, but seem to dampen it by enhancing the shadows and darker tones in the photograph. I’m not sure why this is, especially since I grew up in the time when bright colours and shiney made a product seem more necessary to the comfort of my life. Looking at this photograph, even the ‘plastic’ lady in red is still dimly lit and seems to be relying more on her cleavage to draw attention to herself than a strategically placed spotlight… maybe that’s the point. I’m not sure and it’s hard to tell with this particular advertisment because, subjective being that I am, I can’t quite bring myself to want plastic surgery enough to even be able to notice if this particular aesthetic display is favourable to my consumer needs.
However, I do have some experience with plastic surgery (I worked as a secretary for a Plastic Surgeon once) and let me tell you, it’s all about the canvas. That ‘plastic’ lady must have been the picture of beauty and youth in order to still look like that. Although I must commend Dubai Plastic Surgery for not creating a smutty advertisment. Most plastic surgery clinic’s advertisments have naked women sprawled in seductive, but most likely uncomfortable, positions half naked and flawless. The kind of flawless more readily created by photoshop than by nature or a surgeons scapel (or hammer and chisel in the case of nose jobs). This advertisment is still lying to you, but at least they’re not pretending like they’re not lying.
Advertising Agency: Memac Ogilvy, Dubai, UAE
Executive Creative Director: Till Hohmann
Creative Directors: Dalbir Singh, Ramzi Moutran
Art Director: Mel Harvey
Copywriter: Dylan Kidson
Photographer: Guy Neveling
Retoucher: Cream Studios, Sydney