I drive to work every morning on Sheikh Zayed Road, one of the biggest and most important highways in Dubai, and for more than 20 kilometers (on both sides of the road) all I see are big Coca Cola ads with Nancy Ajram’s face on them. A moment later, on the same road, I pass by a gigantic billboard ad for a jewelry shop and who’s the model? You guessed it right: again it’s Nancy Ajram!
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It’s not just that … she’s everywhere I go … no no, she’s everywhere anyone goes: on soda bottles, in grocery stores, on the road, in our living rooms with all her songs, switch to a movie channel and I guarantee you she’ll pop up in a commercial break, she’s there right before any movie begins in the theaters, she’s in the newspapers, in the magazines, in Arabic, in English and of course … ON THE NET! Recently, Ikbis, the first photo and video sharing service in the Arab World, has been featuring a 10-second ad before you play any video on their website for none other than the great NANCY AJRAM! AAARGH!
That my friends is what is called “Product overexposure”, Ms. Ajram being the product of course, which is not necessarily useful for the celebrity and may well lead to the demise of his/her fame (and fortune) and to the inevitable I’m-sick-of-this-person attitude consumers sometimes tend to adopt. In my humble experience as an ex-publicist, and a current bored-out-of-his-head government employee, I’d say Nancy (or more like her manager: the “macho” Gigi Lamara, who she listens to religiously) is so after the money that she’s neglecting the consumer frustration that may backfire: our lost of interest in her as a person and the product she’s advertising!
That’s not my opinion alone … Chris Rojek, a Sociologist at Nottingham Trent University in Great Britain, said:
“Advertisers use the term ‘celebrity vamping’ to describe the over-use of a celebrity in selling products. They don’t like it because they figure that if the same celebrity is used to endorse multiple products, the public will become suspicious of the celebrity’s authority and expertise.”
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I’m getting sick and tired of seeing the three faces that monopolize the high selling consumer goods advertising business: Haifa Wehbe, Nancy Ajram and Elissa. These celebrities are over-used, we know it, they know it, yet advertisers in our region are loving it! Yes, it is our fault that we keep feeding their egos simply because they’re so hot and we love to see them … or loved to see them at least.
But, for how long do we want to keep seeing collagen-loaded celebrities as our role models? The worst-case scenario for media over-exposure may be devastating for the celebrity, when consumers get sick and tired of looking at them, or, in my case, the mere mention of their names, after getting used to a certain lifestyle and all the millions generated from advertising, they may fall so quickly from grace … and that’s what they call, quoting Craig David, "The rise and fall"!
true true true…over exposure kills…im already sick of seeing haifa (ewwwwwwwwwww) and nancy and i’ve only been here for few days…every time i turn the tv on i have to see one of them..uggh!
you are so right!! i’ve had enough of these three…
another thing i don’t understand if you could clarify ex-publicist, for example i prefer pepsi i think it tastes better so for me who ever coca cola brings to do the ad there is no way i am switching.. so what’s the point? are there people who would change based on haifa or nancy or wath7a?
Well, you right Who-Sane, they are over using and over exposing these 3 names, but again, it’s our fault that we are the one who allowing such a thing to happen! It is like you said, we (I mean you, the guys) are the one who keeps feeding their egos, and enjoying seeing them 24/7.
People will get to the point where they really get bored of watching these ladies everywhere all the time
HEEEEEEEEEEY, i just nothiced that i’m one of ur top 10 commentators!! hoe cool is that
i didn’t know eh!!
thats why i like amr, ma btetka3bal feeh bi kul makan! i cant stand nancy khel2a! and with all the ikrah wal ijbaar to c/listen to her that u just cant take more of it! eft!
if you want to give them ideas on who to chose for their campaigns, you can always recommend me
Dude, when it comes to ellisa thats a red line, I will hunt you down and cut your throught zargawi style
Welcome to the Arab world Sam! You were lucky to avoid all that while in Canada, now you can’t run and you can’t hide!
Yes wonders, if you’re stubborn and don’t like to change your mind that does not apply to the rest of the targeted audience those campaigns are targeting, there are lots of people who are confused and who can easily change their minds on what product to choose.
‘Confused consumers’ is a common segment, they are exactly the segment of consumers marketeers just love, they are the people who are waiting for some so-called role model, such as Elissa or Nancy Ajram, to tell them what product to start using.
Yes, for now it is our fault, but sooner or later, we (men) will get bored of seeing them all the time and seeing them everywhere! that’s when it backfires on those dollar-seeking celebrities!
true VA, Amr is kinda picky when it comes to ads. In fact, he’s VERY picky when it comes to advertisements.
Last year I was representing one of world’s top mobile vendors and contacted him to get him to cooperate in one of our marketing campaigns. He never returned any of my calls and his publicist tried but apparently Amr did not drool to the mention of money and I really do respect him for that
wallah ya mazz I would’ve done so, but I’m not sure if advertisers are yet interested in Jordanian/Palestinian models
LOL! Ok I take it back man … you know how I love Elissa, remember the Elissa phone post? MAN! I miss it so much I’m actually going to check it right now
… LOL!
Yes you are and thank you for that Maioush. I’m such a sucker for comments, LOL!
haha, so true. The thing is some friend will be like “omg, did you see [insert haifa, elissa or nancy]’s new ad? omg it’s so awesome.” Poor them, they always face the apathetic Saned afterwards lol
hatha m5alle3 marketing enta o ana mesh dare, tab ma bozbot te3male e3lan bebse?
and by the way i hate this top 10 commentators thing, it forces me to comment! i hate you who-sane
o hay kaman comment 3ashan asbog VA
I don’t think Elissa is that special in looks nor voice…I think Haifa’s looks are prettier than her voice…but too much plastic surgery! Nancy, on the other hand, as such a sweet voice and equally sweet looks…if you think she looks good on stage, try meeting her up close and personal…she’s STUNNING! She’s also got this really wonderful, charming, bubbly personality that is so attractive. I don’t mind Nancy so much, though her lips seem a bit weirdly shaped!
It’s nice to see Arab stars endorse international products - as long as people are interested in these singers, they will keep buying the products. As simple as that.
I wanna marry Nancy Ajram. Anyone know her number and/or address?
I promise to invite you to my Jaha
Saned: exactly, gets on my nervous every time!
Sel3: LOL! ya zalameh the top commentators is a way to show my appreciation, ba3dain I have to tell you that there’s a present to this month’s top commentator. faaaa ejra2atak
i*maginate: ABSOLUTELY! I met all three of them and Nancy was the sweetest, she really is a sweetheart, the other two are mean biatches I’m telling you!
it is really nice to see all that happen i*maginate, but they’re overdoing it really.
Expated: Do you promise to love and cherish her in sickness and in health for richer for poorer for …?
>>>>>>>> if the same celebrity is used to endorse multiple products, the public will become suspicious of the celebrity’s authority and expertise.
As an intelligent person, you should be suspicious to begin with whether the celebrity supports multiple products or not.
In fact, you’re far better off hitting the mute button when commercials are on. They’re brainwashing you whether you realize it or not. You are in fact but the sum of the memories you have accumulated over the years. So in a sense if you see Nancy Ajram everywehere, she is a part of you, strange huh ?!
People have been surveyed about commercials more than 20 years old, and they remmbered them including company slogans, the jingle the commercial used, what the celebrity who made the commercial wore etc… These same people sometimes won’t remember what they had for lunch last week, or the name of their 6th grade teacher.
Why ? Because that’s what the commercial is designed to do. To be remembered, and going by another famous marketing principle, there’s no such thing as bad publicity (meaning whenever you’re mentioning the celebrity, whether criticism or praise, you’re helping them).
“The only thing worse than being talked about is not being talked about.” Oscar Wilde
Hani Obaid: Nancy Ajram is a part of me? Can you be kind enough to point out which part is she exactly? lol!
OK joking aside, I think you made an excellent point and I do understand where you come from and what marketing school you’re in favor of … but can you really categorize all consumers into one segment: the segment that likes to see the exact same celebrities over and over again?
Everyone in the whole world talked about how Tom Cruise went crazy during his farce on Oprah. Did that really help him? NO! Paramount fired Cruise after 14 years of working with him because of all his increased media exposure. There is something called negative publicity.
Yes, the worst thing is not being talked about, but do remember, the author of that quote died more than a hundred years ago, life changes quickly and what we thought are rules of thumb sieze to be so, more so with marketing. Consumer behaviour is inconsistent, fluctuational, unsteady, changeable and moody.
Yes/no?
Sure there is negative publicity, I guess in Nancy’s case though its not a big deal. She’s not one of the great voices of the decade, but just someone who looks good in a video clip, has an acceptable voice and is pretty marketable. Pretty soon the looks will go, and the acceptable voice won’t be enough anymore *humms Video Killed The Radio Star (Buggles)*
but it won’t matter, she would have already made enough to retire by then.
I agree consumers are moody, and can easily idolize someone one day and hate them the next, just not me, I’ll like Diana Haddad forever !
Unfortunately that’s just another marketing concept, brand loyalty *sighs*
Couldn’t agree more Hani … glad we’re on the same wavelength
hi my heart nancy ajram nancy ajram is the best in the world and i love all of her songs allah with nancy ajram everywere … thank you….2007
I couldn’t understand some parts of this article , but I guess I just need to check some more resources regarding this, because it sounds interesting.
wow!! Intresting!! I loved your article It was great and i agree with u!!
I Googled haifa and nancy but found your page. Have to say thanks. nice read.
hey nancy how r u doing love ya and i love your songs kiss