Hany Ezzat Crystâl Brand House UAE
By Hany Ezzat
One of the purest ways of evaluating a piece of music, art, film or a book, over a period of time, is by asking the question: Is this still relevant today?
Relevance is usually one of the toughest challenges faced by professionals in the world of Creative Brand Building. Somehow, with intuition, experience, knowledge and a little bit of research, relevance is found. Yes, relevance is something to be found…
The source of relevance is insight and insights are usually those layered and hidden pieces of jewels that need time but most importantly, perceptiveness and inspiration. Insight generation is done by those who see what others don't see or see what everybody sees, just differently. A talented planner in an agency is born with more than the standard set of five senses. A planner’s senses are not only sharper but also complimented with the talent for seeing a simple fact as something strong enough to change behaviour, shift attitude and transform a reality.
This is the role of a Planner.
A case that indisputably wins on relevance is the iconic 1984 Apple Macintosh Superbowl TV Commercial, directed by Ridley Scott. Although aired once during the most watched event in history, the commercial told a story that is more than just about a shift in technology or even the launch of the new Apple Macintosh.
This is the case with thinkers. They present an idea in one form, but behind that form is layers of other forms, other messages reflecting a deeper human behaviour and….insight. While this is the role of a planner, a thinker is a thinker, a role that can be played by anyone who is genuinely interested in more than just selling an idea or presenting a message. A thinker is someone who challenges the status quo and is not afraid of proposing a new way of doing something familiar or a new way of doing something new altogether. The intention of the thinker, be it a performer, a painter, a writer, a doctor, a scientist, a politician or a planner in an agency, is to make a difference, provoke a change….to the better.
Whilst the 1984 Apple commercial artistically and remarkably announced the launch of the Apple Macintosh, it simply became Iconic for the human thought behind it. The human thought of being yourself, being different and not being afraid of expressing, knowing, believing and being that. We waited for Apple to remind us and while people rushed to stores to buy the new Apple Macintosh, they subliminally related to much more than a fancy looking machine. They related to a desire - a desire to break free from limitations, sameness and…think different. Each one of us gets constant invitations to do that in life - to choose not follow, but create.
The commercial shows a cropped-hair platinum blonde, dressed in a white top and neon orange shorts carrying a sledgehammer. While hundreds of shaved head figures lined up marching towards a theatre-like auditorium, a big screen lit up showing an authoritative figure passing on information: “We have created for the first time in all history a garden of pure ideology, where each worker may bloom, secure from the pests of any contradictory true thoughts” the Big Brother type man on the screen shouted preaching and feeding the human figures - all in a very submissive manner. Chased by those who thought could stop her, our woman uncompromisingly races into the auditorium, with fearlessness and force, swinging her sledgehammer with all her might towards the screen, destroying it and bringing what seem like an end to the ‘preaching’ era…an era that was filled with submissiveness, lack of innovation and ushering in a new era; a new era of creative thinking and individuality. The commercial ends with the iconic line (delivered in an equally iconic voice over)…“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like '1984'”
The Apple commercial opens our eyes to what we already know. Perhaps one of the many roles of art is to act as a reminder of what we already know but are hesitant in pursuing. The commercial still stands iconic and true to this day, taught in my advertising schools as a benchmark for creative thinking and revolutionary brand building. Apple became and (still is) a symbol of ‘think different’ constantly addressing the thinker in each of us and inviting us to accept and be change…and along the way, Create - all truth that was, is and will be relevant for years to come.
About the Author
Hany Ezzat has been living in Dubai, UAE for 40 years. He graduated from The American University in Dubai in 1999 (with a BBA in Marketing and an IAA in Advertising) and has been in the industry for almost 18 years, having worked with a global & local line up of agencies.
Between JWT, TBWA, Team Y&R and a Consultant position with Face to Face, his experience covers global blue-chips like Unilever, Nestle, Coca Cola, Philip Morris, HSBC, HSBC Amanah, Nissan, Infiniti as well as some strong local players such as, Abu Dhabi Airports, Mashreq Bank, IFFCO Foods, Aujan Refreshments, Sahara Mall, Burjuman, Deira City Center and Aldar Retail.
Hany co-founded Crystâl Brand House in 2015 and is the Head of Strategy. Crystâl is a full-fledged Advertising House with an office in Cairo. Hany's ambition is to remain true to the process of creating ideas that minds & hearts fall in love with - building Iconic Brands in the process and working with passionate and dedicated talent.
Hany is also a part-time Hypnotherapist, Teacher, Writer and a Yogi...
UAE-based advertising professional and Co-Founder of Crystâl Brand House, Hany Ezzat, explicates the importance of relevance to any creative enterprise.