Change Lingerie | Edit, Censor and cover anything but bras, bikinis and lingerie in Saudi Arabia

Advertising — By Samer Marzouq on May 31, 2008 at 1:15 pm

Interesting campaign for a newly launched lingerie brand in Saudi Arabia, I think that there is a spelling mistake, they wrote censor with an “S”, anyway you can read about the campaign below:

CHANGE is an international upscale brand providing quality lingerie, swimwear and homewear. The objective of the ad was to announce the launch of CHANGE in Jeddah, Saudi Arabia. The ads’ main focus is to utilize the concept behind censorship in Saudi Arabia to pull focus on the Brand’s product line and to transform censorship into art. The ads are all in English, as they target an upscale bilingual audience.

Advertising Agency: Ogilvy Jeddah, Saudi Arabia
Creative Director: Mazen Hassan
Art Director / Illustrator: Yasser Alireza
Copywriters: Yasser Alireza, Fitna Nazer
Account management: Khaled Shalha

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9 Comments

Hani Obaid says:

May 31, 2008 at 5:40 pm

Somehow the spelling mistake left a more lasting impression in my mind that any of the pictures. Someone should get sacked over this.
Ghassan Yonis says:

May 31, 2008 at 8:18 pm

That actually reminded me of your interview with Toufic Beyhum, when he said (responding to if religion or culture were creativity obstacles in the ME):
“Neither, ..We should use them to come up with insightful ideas..”
yildiz says:

May 31, 2008 at 10:47 pm

The “S” Is deliberate. Think about it carefully and you’ll figure it out. Sense & censorship.
ArabianMonkey says:

May 31, 2008 at 10:56 pm

I think Sensor works very well actually – not sure it’s a typo – agree with yildiz that it’s intentional.

This is a super clever campaign and truly a step up for creative that finds an opportunity in a challenge. Without exaggeration, this is a campaign that restores my faith in good, locally relevant advertising. Great work!! Thanks for sharing it.
Moey says:

June 1, 2008 at 3:05 am

I love it!
Amjad Mahfouz says:

June 1, 2008 at 8:19 am

I bet the spelling mistake was made on purpose to get attention,
wow the scribbles really brought back memories from childhood,

thx for the share man
Samer Marzouq says:

June 1, 2008 at 11:16 am

All the headers start with a verb: edit and cover, but sensor is not a verb, while censor with a “c” is a verb.
Sheer Lingerie says:

June 10, 2008 at 10:03 pm

Great post, I really enjoyed it. I will have to bookmark this site for later.
Samer Marzouq says:

June 10, 2008 at 10:11 pm

Thank you Sheer! Glad you liked it