Once again we stumble upon the same scenario. We see an ad and after a while a similar one follows and the questions rise.
Every creative narrates a story of finding the ground-breaking concept for an upcoming campaign then some research reveals that it was executed previously. Then they are left with two choices: proceed with it, or change the concept. But with this one, we are not sure what happened.
This ad was executed by PIMO for Krikita in 2016. It demonstrates the process of producing the finest nuts.
Al Kazzi nuts came up with the same concept of demonstrating the journey from.
Both products are in the same category as head-to-head competitors. Every brand’s marketing activity includes monitoring the competing brands and their campaigns. Whether it is copied or not, Al Kazzi should have known better. George Slim, CEO of PIMO describes the concept as “unacceptable & unethical”.
UPDATE: we reached out to Joe La Pompe for his input and he said: “Both are pretty identical indeed. The original one [Krikita] is far better executed in my opinion. There is zero creative or craft added value that’s very sad to see. But the whole concept doesn’t seems very original to me anyway. I feel I have seen similar stuff many times over the years.”