From a photography point of view I am not too sure about such heavily blocked up shadows. It just does not say ‘fresh, young and healthy’ to me from the tone of these shots.

The shots also do not look vast or rich enough to me for a somewhat premium concept, the production value look like some royally free stock photos. I personally have no problems with some stock images, heck I produce Royally Managed images for both Corbis and Getty.

Perhaps this is an example were not spending enough on an ad productions damages the brand image. Also the image farming seems very… 80s to me.

I know I criticized the ‘baby elephants’ out of these print ads but its not total trash. Nothing looks like this (bad?) anymore so it actually stood out to me somehow. Also the idea is quite simple even is the copy line is a bit old.

You know by the way middle age is when your age starts to show around your middle.

• Advertising Agency: Saatchi & Saatchi, Dubai, UAE
• Creative Director: Ed Jones
• Art Directors / Copywriters: Neeraj Sabharwal, Anjum Shaikh
• Photographer: Candy Kennedy

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