If I were a Vodafone customer, I promise you I would've switched networks last night - after watching their latest commercial, coming from ad agency JWT, where they are taking credit for the Egyptian revolution.
You read that right. Vodafone and JWT are telling us, in a 3:59 spot, that "we're not trying to take credit for the revolution but really, we totally inspired it with our crappy ad from last year. You're welcome, Egypt".
Because the tag line was something along the lines of "our power isn't that we're number One - our power is in each one of us".
Whatever that means.
Apparently this tag line inspired people to take the streets. I mean, never mind the years of activism, the protests, the decades of cumulated grievances, the terrible economic situation, the trampled political freedoms, the police brutality, the torture, etc.
Nah.
We just watched a Vodafone Ad, and thought: "Hey! We're powerful! Let's topple the president!"
For some reason I am reminded of an old Goha joke:
Goha bet the Calif that he could spend the entire night naked standing atop the highest mountain; the Calif promised him a big reward if he did.
The next morning, having spent the night freezing his arse off on the mountain, Goha goes to collect his reward. The Calif tries to evade paying off:
"Did you meet anybody who offered you help or warmth?"
"I didn't see anything, it was pitch black - the only thing I saw was a ship passing, very far in the sea".
"Aha! So you did get some warmth from the light of the passing ship! You've lost the bet".
Goha's upset, but a few days later, he invites the Calif for a meal to reconcile.
After many hours of waiting, the Calif goes out to the backyard to see what's the deal with the food - and finds the pot hanging on the highest branch of the tree, with a small candle placed on the ground.
"What are you doing? The food will never cook like that!"
"Well if a man on a mountain can warm up from the light of a passing ship", replies Goha, "then the pot on the tree can cook from the flame of the candle".
If Goha had a Vodafone line, I bet you his punchline would've been "Well if a stupid television ad can start a nationwide revolution...."
I can't embed the ad for some reason, so here it is, on the JWT website.
Oh, I remember the ad they're referring to: actually everyone does - because it was terribly, and I mean terribly, bad. Rather long (1:30), and quite incoherent.
We do remember that it was starring Adel Emam - a sycophant who stood with Mubz against the revolution, for that matter - and that, rumour had it, the terms of the agreement with Emam was that he would not pronounce the company's name in the ad (check it out; he doesn't) so they
had to come up with a new tagline that did not include the word Vodafone.What I also remember -- is that Vodafone was among the companies to disconnect their telephone and internet service at the Government's request during the revolution.
We have not forgotten, nor forgiven. Because as a foreign company, Vodafone could've refused to abide by the Government's request. The Gov could've disconnected them anyway, but they'd at least have shown some backbone.
Watch the ad and be the judge. Then go check out the hilarious IHateVodafoneEgypt.com. You'll also find links to the JWT Cairo office, in case you want to give them a piece of your mind.
Now what about this lawsuit regarding them disconnecting their phone and internet services?
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