Published in Kuwait – 2009

Source: Vaio Pocket is Here


Source: Egghead.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

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.


22 Responses to “pocket”

  1. 1 Gilbert Semillano
    April 10, 2009 at 1:28 pm


    Firstly, Mabrouk on nailing the biggest scam in advertising history! You deserve our applause!

    Regarding the above, it is an adaptation from the original ad by Sony for Vaio pocket, as you know these ads have the same product (Vaio pocket), the same brand (Sony) but only different in execution, because we cannot show BOTTOMS in the newspapers, so we have to create a safer version that’s why the tight shot of the pocket. Also, Supplying Store Company is the main distributor of Sony in Kuwait and Egghead is one of their authorized dealers 🙂


  2. 2 Pravin Gullati
    April 11, 2009 at 2:17 pm

    Er… the product is called Vaio POCKET, and the selling point is that it’s a netbook that can fit in your POCKET. I’m sure that if you spent some time researching how the product was advertised in other countries then you’d find they also feature a… (you guessed it)… POCKET. But then that wouldn’t fulfil your agenda of bashing Middle East creativy, would it?

  3. 3 al nathoor
    April 12, 2009 at 5:05 pm

    No doubt. And 200 entries for Lynx @ $240 and 250 a piece is indeed creative.

    Problem: How to become the most-awarded agency in the Middle East.

    Solution: 200 entries to Lynx using creative that’s guaranteed to win.

    Budget: US $ 49,000 in entry fees.

    And the creative? Where’s that to come from? Read the bloggers, folks.

    Which brings us back to…oh, yeah, the Middle East ‘creativity-bashing agenda’.

    3 cheers for ‘Middle East Creativity’! At least we know how that works.

  4. April 12, 2009 at 5:33 pm

    Pravin, here is an ad for the same product in the same country that has no visual of a pocket 😉
    notice the emphasis is on just arrived 😉 when everyone zigs, we zag.

  5. 5 ion.k
    April 14, 2009 at 3:36 pm

    People have tried to explain to you that some of the posts that you highlight as copies or spoofs are not, yet you still insist on keeping the posts even when you have a proof that they are not copy, like the above. The product is vaio pocket, the Japanese ad you referenced is of the laptop in a pocket, and some agency in Kuwait decided to use a similar visual, since the laptop is POCKET, and the guy took his time to explain that to you, yet you still insist that it’s a copy. I tried to understand what your problem is, and now I did. You linked your ad to show how the product should be launched? are you serious?

  6. April 14, 2009 at 8:51 pm

    This is to make sure that the ad with the pocket is not entered into the upcoming KAAA and awarded for the Japanese creativity 😉 the ad we did is an example that there is more than a thousand ways to announce the arrival of the product. so I think you either have a problem with me, or you have a problem in understanding or you are the creator of the ad in question.

  7. 7 how
    April 15, 2009 at 12:04 pm

    how can people be that dumb, and cannot see things the way they should. !!

    Louai, i thought you were more exposed and seen more ? did u actually approve that ad u linked from paragon ? and u are proud of it ? and u represent IAA ??

    have u even compared that crappy layout to international standards ? how the hell do u think of it as better than this layout ?

    and what they zig we zag ? common ! u represent a company and an association how cheesy can you get ??

    in kuwaiti;
    “il thegel zain” or ur just here to criticize peoples works ? why don’t u be man enough and teach us how to do work ? do a section with your mighty portfolio so we can learn from it ! common ! i dare you and challenge you to place at least 15 good ads of yours ! if you do that, and they were good, trust me everyone will step off ur tail. but if you are a coward and ur not confident in your work, ull have ur tail hanging between ur legs like a monkey !

    u better show us the zig in zag Mr. I know it all..

  8. April 15, 2009 at 1:16 pm


    The client approved the ad you are referring to in accordance to Kuwait advertising standards not the international standards which are not implemented locally.

    As for the zig and zag (which is a big subject by an international marketing guru) I suggest you look it up under marketing terminology and not under street slang and if you still do not grasp the concept you can call me (the number is listed on this site) and I will do my very best to explain it to you in the simplest terms.

    This blog is not for showcasing our Paragon portfolio however you can see all the examples you need on our website (under awarded work) in addition you can follow these links to buy the books in which some of our Best work is featured:

    other work can be found on and

    For just 10 KD you can buy the book of the KAAA which has 14 awarded examples of our work.

    Now; since you turned this into a pissing competition; are you man enough to come our of your closet? or show “One” examples of your work :*

  9. 9 Fairlane
    April 15, 2009 at 4:38 pm

    Anubis your agency portfolio is sub-standard.

    When you win something at a big show – Clio, One Show, D&AD, Cannes or for that matter Dubai lynx, I’m sure the rest of us may take you more seriously. Until then you represent mediocrity.

    And “when everyone zigs, we zag” is over 20 years old now. zzzzz.

  10. April 15, 2009 at 4:48 pm

    The Dubai Lynx shortlisted two of our projects. The MENA Crystal shortlisted one of our projects. Two different Interanational publishers published our work in seven books on graphic design and advertising. KAAA awarded us 14 times. KREA awarded us 9 times. The Summit International Creativity Awarded us 24 times (including best of show). Our work is part of the ACT exhibition and other agencies are copying us still YOU think we represent mediocrity!!! well now you got me interested in seeing your work or credentials to see your standards.

    NB. can you at least stick to one nickname when commenting so people do not get mislead into believing that there are a few of you out there unless you have multiple split personalities 😉

  11. 11 Pravin Gullati
    April 17, 2009 at 8:00 pm


    Thanks for taking the time to reply to my comment. I admit that your advert is certainly original, but often the best ideas are repeated (not necessarily intentionally or with some negative agenda) but because they are just that; they are the best.

    The unique selling point for this product is that it is probably the sexiest looking netbook out there, and that is what Sony has spent millions of dollars in market research for that exact agenda. When it comes to creating a suitable advert you should be looking at these unique selling points and focusing on that. Ask yourself what makes it stand out from the competition? What makes it different from the rest?

    The fact that it has ‘finally arrived’ is not a strong enough message to attract the casual buyer, and the artwork certainly doesn’t help either. What is that thing anyway? It looks like a camping lamp with the bulb removed?! It’s far too big and takes away the focus of the Vaio (and I probably would have had the product the other way round so that the name isn’t upside down).

    Anyway, that’s just my personal opinion. I haven’t had the experience of working in Kuwait, so I don’t understand the politics (and from this advert and the examples on your website I’m guessing it’s difficult to find decent artworkers!), but I admire your creative ethics. In this instance, though, I think maybe sometimes you just have to bite your tongue and follow the herd. Awards aren’t everything, after all!


  12. 12 ion.k
    April 17, 2009 at 11:57 pm


    Why do you always refer to Kuwait as a retarded advertising market, and whenever someone comments on a mediocre work from your agency, you blame it on the market standards and how low they are in comparison with international ones, meaning that you have much more brilliant ideas but the market cannot handle or “understand” them.

    I do agree with Pravin’s comment, that most of the people visiting your blog respect your creative ethics, yet most of us have a problem when on every single post you have, you link the work to your work, and you start comparing and showing that you’ve done much better jobs, when in fact most of the time you’re wrong. I believe that you have a problem accepting the fact that you are not the most creative person in the region or Kuwait, and I can support that belief with:
    – Homepage of paragon, where you bluntly say the most creative agency in Kuwait.
    – Anubis, your asylum for copy cat, scams, clipart & library images ads.
    – Your everlasting links to ads from your portfolio to say that you are #1
    – Your “It only ran once” punch line
    – Blaming the Kuwaiti market whenever someone mentions the fact that one of your ads is not creative enough.

  13. 13 ion.k
    April 21, 2009 at 11:28 pm

    r u blocking my comments?

  14. April 21, 2009 at 11:58 pm

    so far I have not. should I?

  15. April 24, 2009 at 2:55 am

    ion.K her are some comments that could interest you.

    39. tricky | April 14th, 2009 at 5:01 pm
    there’s nothing called “Creative” that comes from kuwait
    sorry Saif it not you its the market that you work in that’s not inspiring to do creative work

    5. Quick Comment | April 4th, 2009 at 4:19 pm
    Kuwait, stop advertising, pleeeasse!

    4. ansaihi | January 10th, 2009 at 4:12 am
    It is surely very easy to open an ad agency and actually make real money in Kuwait… u only need a mac operator and a salesman…
    (sorry everyone in Ku8, I think it’s the client’s mistake… so is everywhere else)

    9. Louai Alasfahani | November 16th, 2008 at 12:11 pm
    considering that it was done and published in Kuwait…nice photography, nice clean layout; however the idea is a cliche’

    12. JHN | August 12th, 2008 at 9:56 am
    Hi all Kifak? i’m new in here ( Kuwait ) … Don’t think too much abt Ads in Kuwait just do whatever u want cuz’ people they don’t know what’ new or old or ur copy from where……just make ur client happy …that’s it : )
    P.S. Just my opinion …

    13. Kre8tive | January 24th, 2008 at 9:51 am
    This is one of those crappy works that drags Kuwait Adscene in the mud.. I don’t understand why some people there are entertaining rubbish from agencies without talents and better understanding of the craft and business.. “WASTAH” still rules out there for sure… very pathetic.

    8. createthis | January 24th, 2008 at 11:30 am
    Because Ads2blog is run by bigots, I thought I would post my comments here.
    “They say that when someone can’t make it out in the West, they come to Kuwait and become Creative Directors. Right Mark? Too much pressure in Canada, eh? Couldn’t find a real job in Canada, eh?
    Is that why you’re wasting your time trolling around on blogs with your ‘acerbic’ wit poking fun of people, when all you produce is an endless spiral of garbage for Kuwait’s market. I’m sure you’re the brain behind a lot of ‘creative’ campaigns from JWT, or is it some underpaid indian that you’re taking the credit for?
    Honestly, most of the comments that are made on ads2blog are poor at best. Nothing constructive to boost the industry, just useless garbage rhetoric from people who have no right to critique work even from a Kindergarten kids art-work. Horrifyingly enough, with the exception of a few people I’ve met in advertising in Kuwait, this truly mirrors the sad industry that the Kuwait Creative advertising community is.”
    This is my first and last comment as an outsider looking in.
    Kuwait is small, but I get claustrophobic when its filled with soft minded people.
    Let’s hear your clever comebacks.

    3. restless | November 27th, 2007 at 1:07 pm
    Poor concept and design i wonder what kind of clients do you have in Kuwait to approve this kind of me this is big disappointment

    5. Snoop | October 24th, 2007 at 11:10 am
    Yep it’s been done before…but not bad for Kuwait…I’ve seen worse

    10. kre8tive | October 14th, 2007 at 10:27 pm
    Ad Creator, out of the hundred CVs you got from your AD, how many was left fit for the job? I bet nothing, lol..(coz, there’s a lot of posers in Kuwait, who only knew how to use a mac and a couple of programs, and call themselves graphic designers, art directors and creatives).. good luck on your hunting!

    7. Adchemist | July 14th, 2007 at 1:00 pm
    Another Saatchi crap from Kuwait!!! not surprised…

    If the above comments are not enough to convince you then feel free to visit enter Kuwait ins the search and read the comments about the quality of the work or look at the work and make up your own mind.

  16. 16 ion.k
    April 25, 2009 at 11:35 pm

    First off, the commentators that you’ve quoted above are either working in Kuwait or Jordan, which is the home of ads2blog and adblogarabia respectively. Most of them have never even praised one ad posted, and you know that’s true.

    Second, for the comments coming from Jordan, they only see what is posted online on ads2blog, which is a very unique and much needed site in Kuwait, yet does not cover all the advertising scene. I know for a fact that there are numerous talents working in Jordan and Kuwait, who actually work and earn their pay instead of laying around all day bashing Kuwait’s advertising scene.

    Third, and this you have to read carefully, since you have acknowledged the comments you’ve posted as the truth about advertising in Kuwait, and you claim that clients do not approve creativity, then you should remove your title as the most creative agency, since you are claiming something that doesn’t exist. Or maybe you can change the title to “The Only Creative Agency in Kuwait”.

  17. 17 Lououser
    April 26, 2009 at 6:48 am

    here is the real issue.
    if louai was an outsider, someone not in the industry all this would be fine and lauded by everyone.
    unfortunately he is not.
    therefore he cannot be unbiased and his viewpoint will always be flawed as he is a part of the whole process.
    his glass house is called paragon and the stones he throws are other people’s ideas.
    i just wonder as to the true source of his motivation.
    his answer will no doubt be truth, integrity and honour etc.
    i wish it were so. i doubt it. search deep louai, i hope you find the answer.
    for you to spend hours and hours maintaining this site whilst also having a full-time job something must be deeply amiss.
    good luck, may you find some peace.

  18. April 26, 2009 at 10:37 am

    “a man who loves his job never works a day in his life” Confucius

  19. 19 Lououser
    April 26, 2009 at 6:40 pm

    come on, we expect more than a copied line… isn’t that your whole point? originality.

  20. April 26, 2009 at 10:08 pm

    “When you are having so much fun, how can you call it work?. – piyush pandey

  21. 21 jay
    May 3, 2009 at 5:57 pm

    well, i think my take on the whole post is, Louai is definitely not the paragon of creativity here or elsewhere ( sorry louai). but i should also add this, it does not mean he does not have the right to catch the copycats, or report on this. These are two totally unrelated issues. what he has done in catching these copycats, all you idiots should have been doing, instead of going after louai’s ass for reporting on corrupt practices. we know, you probably are the copy cat that drinks milk with its eyes closed, thinking that no one sees it since you dont.

    louai, my suggestion is not to fight this battle for who is more creative, it is not a battle that anyone can win with any certainity, and definitely i dont see your creative winning it either.

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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.


Skype: louai.asfahani

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Kuwait Mobile: +965 66 009977

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