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PRIVATE VIEW [Campaign Middle East](Campaign Middle East Via Acquire Media NewsEdge) Creative Omar Aljabi, Creative Director, Cheil MENA Yukon 2015 (1): The face off! It's been done before but always fun to watch. I have to say the production quality is quite good and the choice of location is awesome! Love the aerial shot too. That said, I was hoping for a more dramatic climax. It felt like a Sylvester Stallone moment with one hero facing many tough contenders. However, there wasn't much of a showdown; it seemed too easy. Perhaps the intention was to show how power could be used to easily muscle out the competition, yet at the same time be restrained to show control and humility. Still, I feel the spot was too subtle for my taste. I personally expected more. Yas Mall (2): Yas is a name synonymous with F1, so using the Red Bull Racing team to introduce the soon-to-open Yas Mall is a simple, powerful formula. However, when doing this, one really expects more action. Think Gone in 60 seconds meets Fast and Furious meets Driven. Although the film delivered in giving viewers a sneak peek of the mall, I feel it is too subtle, especially since there were no well-known Red Bull drivers featured. Therefore, I believe making the plot and the driving crazier would have made this film much more interesting. Emirates NBD (3): Every time you shake, you save. Sounds like fun, and I believe the film was trying to capture that spirit in a 'Do The Harlem Shake' type-of-execution. The area is very appropriate with its tongue-n-cheek appeal. However, I feel that the production failed to deliver that fun, watchable and shareable spot. Also, it would have been great if there was a catchier song to dance to - one that really makes you want to move it, move it! Wego (4): Different travel needs, many different options. This is an interesting area for Wego to explore. Unfortunately, the local spots were not available for viewing, so I looked at the ones created for the other markets. The idea is simple. Get in the heads of consumers, show the thought process of planning a trip and add wit and humour to the narration. This could have been really insightful and funny, but I don't feel the spots nailed it. Creative Paul Banham, Executive Creative Director, FP7 Yukon (1): It's great to see a GMC spot that isn't just a series of fea- ture shots. The concept is strong, and the line 'Those with true power know when to use it' sup- ports it well. I can imagine the sell that must have gone into getting this made, especially since half of the screen time is given to competitors' trucks. Having said that, the remote-control-car analogy jars slightly, and the cin- ematography is a little flat here and there. But overall this feels like good progress for the brand in this region. Yas Mall (2): Beautiful production with nice, clean shots. It's a hardworking spot that answers the client's brief while being lovely to watch. The script could have benefited from the crea- tive team pushing it a little further, but I love the small touches like the race team playing chess in the pit and the driver handing the valet his steering wheel instead of keys. Overall it's great, but possibly just missing a certain je ne sais quoi. Emirates NBD (3): Most financial communication in this re- gion is a little straightforward, so it's good to see the biggest bank in the UAE not taking itself too seriously. While I did find it a little long, it certainly highlights the bank's understanding of today's young bankers. The catchy tune, touches of silliness (which we all love) and clean proposition came together to make the product/service the hero. I found myself bumping my shoul- ders and humming 'shake, shake, shake' under my breath for the rest of the day. Wego (4): These ads were the best of the bunch. Clean, simple, fun, strategically sound, and everything in-between. It's about finding opportunities in every brief and this is a clas- sic example of work that does just that. I can imagine this client having a very tight budget, being a start-up, and the creative team used their talents to bring the spots to life. My only comment is how do you get travellers to switch from estab- lished sites like Trip Advisor and hotel.com? Where's the USP? 1 Yukon Creative agency: Leo Burnett Media agency: Carat ECD: Andre Nassar Creative director: Rafael Auguto Senior copywriter: Zaid Alwan Planning director: Ali Amarsy Regional communication director: Roy Khattar Communication director: Rhea Harmoush Producer: Rayane Smayra General Motors: Nadim Ghorayeb, Heba Amin, Omar El Khishin Production: House Film Master Director: Federico Brugia Aerial videography: Flyworx.tv 2 Yasmall Project: Client Yas Mall General manager Steve Bunce Marketing director Alice Michel Written and developed by Julian Philips, Simon Impey Director (film): Simon Impey DOP: Joseph Hindy Music: Hassan Ramli Editor: Tony Ruthnam Visual FX: Guruprasad Korgaonkar Production company: Footprint International Managing director: Julian Philips Produced by: Julian Philips Exposure: Digital 3 Emirates NBD Project: Branded video - Shake N'Save app Client: Emirates NBD Creative agency: Liwa, Dubai Creative director/copywriter: Vijay Kumar Director (film): Sagar Rege DOP: Tapan Basu Account Management: Rahul Kantharia, Sharon Thomas Groupheadart: Navkriti Shrikhande Producer: Mohamad Al Nasani Exposure: YouTube, Social Media 4 Wego Client: Client Wego.ae Production house: Stargate Studio Exposure: GCC and pan-Arab markets Media: TV (c) 2014 Motivate Publishing. 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