Client: HappyDent chewing gum

Agency: Mcann Erikson, India

Client: Perfetti Van Melle India Pvt. Ltd.




Published in Shots magazine. Issue 101. July 2007. Pages: 30 – 32.


Client: Crest

Title: Doorlock, Book, Miner

Art Director: Rajesh Kulkarni

Copywriter: Avinash Sampath

Photographer: Tejal Patni

Illustrator: Ahmed Kunahmed

Creative Director: Ed Jones

Account Handler: Roger Kanakri

Advertising Agency: Saatchi & Saatchi Dubai

Client: Mohammed Sultan, Procter & Gamble


The above has been awarded twice at the 2005 KAAA (Kuwait Arabic Advertising Awards) – Silver in the Press Advertising Campaigns – Consumer;  featured in the KAAA book on pages: 124 & 125. and another Silver in the Press Advertising – Cleaning & Personal Care; featured in the KAAA book on page: 105.


Source: Campaign – Middle East – Front page – 18 January – 31 January 2009 issue.


Client: Asnan Clinic

Country: Kuwait – 2009

Production House: Cinemagic
Director: Khaled Al-Rifaei

Kuwait – September 2009

Client: Midan Clinic

Country: Kuwait – 2009


Advertising Agency: JWT, Morocco
Creative Director: Nicolas Geahchan
Art Director / Copywriter: Sirine Sabbah
Photographers: Khalil Nemmaoui, Gilles Benchetrit
Other additional credits: Khalil Khatib, Ali Rezgui

Year: April – 2009

Source: How to save energy


Published in Media Week ME. 26 April 2009. Front page. Issue 25.

copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.


8 Responses to “Smile”

  1. 1 Who's the Copycat now?
    April 16, 2009 at 6:43 pm

    Perhaps you can explain to us in what parallel universe the Happydent commercial, which was entered at Cannes 2007, is the “Original”, whereas the Saatchi & Saatchi Dubai print campaign, which was entered and (I think) Shortlisted at Cannes in 2005, is the “Copycat”?

    I think you will be unable to do this, and therefore I demand that you amend the posting accordingly, and make a public apology for misleading your readers since the original post was published.

    By the way, in 2007 McCann India also “adopted” S&S Dubai’s TV commercial idea for Crest (also done in 2005) for the same brand of chewing gum! It seems that plagiarism is in the DNA of McCann’s agencies (see Dubai Lynx 2009).

  2. 2 Khalid Al-Ansaei
    April 17, 2009 at 1:31 pm

    Now .. When people play with hair in a shampoo ad, we don’t blame them .. but when ads show white teeth it plagiarism .. This is a very general idea like
    When a fast food company shoots their hamburger, is it also plagiarism ..

    Also you should respond to the response above .. it appears that HappyDent came 2007 and crest published their ad in 2005 ..

  3. September 28, 2009 at 3:32 pm

    best case scenario it is a cliche. worst case scenario it is a copy cat.

    NB. “When everyone is thinking the same way then no one is thinking” – Norman Douglas.

  4. 4 Who's the Copycat now?
    September 28, 2009 at 3:45 pm

    We are all (two of us) waiting for Anubis to get a Gold or even a Shortlist at Cannes with a cliche, a copycat or anything else.
    What a self-important, sanctimonious windbag he is, to be sure. And a lazy one too: his vibrant, throbbing blog takes 5 months to post a response.
    And how odd that this paragon of originality almost always plunders old Dictionaries of Quotations to make his “points”.

  5. September 29, 2009 at 12:04 pm

    Thanks Ed and good luck.

  6. September 30, 2009 at 11:06 pm

    The sad thing is that Khaled Al-Rifaei the “Director” of Asnan TVC started his professional career at Paragon Marketing Communications Kuwait and I had personally spent time teaching him the business of creativity and emphasizing the importance of being ethically creative; so I am disappointed in a way but then again you can only drag the horse to the water but you cant force it to drink.

  7. 7 Who's the copycat now?
    October 1, 2009 at 12:57 am

    I am grateful to you for publishing the Asnan TVC, since, unbelievably enough, it also has more than a little debt to the S&S Dubai Crest spot “Lighthouse” that was shot in Cuba in 2005 (Gold at Campaign ME Awards 2006, Silver at Dubai Lynx 2007). I’m sure you can track it down easily enough.

    A more apt quotation for you to use (instead of “You can lead a horse to water but you can’t make it drink”, to quote it correctly) to support your campaign for originality on this occasion would have been Dorothy Parker’s parody, when asked to make a joke out of the word ‘horticulture’: “You can lead a whore to culture but you can’t make her think”.

  8. October 2, 2009 at 12:18 pm

    Thank you for filling the information gap in this post, I really appreciate it. Please keep contributing your thoughts, opinions and facts. I really loved this brilliant quote “You can lead a whore to culture but you can’t make her think” 🙂

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Louai Alasfahani

ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.


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