Finally an intelligent ad campaign in Jordan! It so refreshing to see someone put some effort into a campaign that goes beyond the simplistic “here is our product/this is what it does/it is cheap” or the “more than you can dream about” formulas that dominate Jordanian advertising.
Al-Ghad newspaper, is running an outdoor and press campaign promoting its brand. Every ad has a different person saying something that a. shows a degree of ignorance and b. confronts a relevant issue (or at least is humorous).
“Jordanians are known for always smiling”
“Jordanians don’t like mansaf”
“There is no nepotism (wasta) in Jordan”.
(NOT)
The tagline says: Al Ghad. Know more.
It caught my attention!
[Also read: Sha3teely]
Comments
6 responses to ““Jordanians always smile” and other “impossibilities”!”
nice ad, but is there a difference between one paper and the other? ya3ni aish il “i3raf akTHar” bel mawdoo3? mantu zayku zay il Ra2i
Nice ad but al-ghad, after its founding year was over, proved to be a tragic disappointment, often publishing editorials blasting NGOs and blasting opposition groups and figures and siding with the regime against unions and human rights groups. Yet the publisher still thinks of himself as an independent. Independent from what?
This reminds me of the days of the defunct Soviet Bloc, when repressive and corrupt regimes called themselves democratic and socialist.
It seems Jordanian x-communists like Safadi (editor) and Gameel Nimri and others who write for Al-Ghad are still stuck in the old days of Orwellian newspeak. Even when it comes to propaganda Jordan is still stuck in the past.
Can anything ever evolve around here?
sexist, she has to be talking about making food.
Euroarabe.. I have to say here (in all friendliness): give me a break!
She’s not even talking about MAKING food.
Fair enough.
But I think the association of women and food is not innocent.
I think I “made” my point.
🙂
I agree that the ad tries to be different, smarter, though it created some confusion it its first day!
That being said, I agree with those who can’t see much difference with other “mainstream” newspapers. I guess Al-Ghad tried to be different in its early days, with some different “voices” being given the space. But then, things, sort off, settled down… Independence is much more tricky than the illusion one has as independent!
Nevertheless, nice observation, Ahmad