Campaigns, News

Gisele Bündchen Gets Covered Up For the Dubai Version of Her H&M Campaign

By Monday, Mar 21, 2011 / 1:30 PM

A tipster at La Moda Dubai pointed out that Gisele Bündchen‘s spring campaign for H&M looks just a little different in Dubai. The site ran the campaign and then one of their Facebook followers pointed out that the ads were different from the US campaign. “Perhaps some changes were made to better align the campaign with the sensibilities of the GCC market,” the site mused (GCC is the Gulf Cooperation Council countries which are: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, UAE). This is undoubtedly not the first time this has happened–it makes sense that global campaigns are altered to fit each market. It’s just that the changes made to this particular H&M campaign for the GCC market are glaringly obvious.

Check out a few side by side comparison’s of Gisele’s spring campaign for H&M for the Western market and for the Middle East.

Launch Slideshow »

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    Comments [8]

    RashomonRebel says:
    @ 6:53 PM / 21 Mar 2011

    This is so lame. Why bother advertising over there when you can’t show how it’s suppose to be worn?

    I mean, who’s going to wear a tank under that?

    Do they have American Apparel ads over there?

    Arushi Khosla says:
    @ 4:19 PM / 22 Mar 2011

    I totally get what you’re saying but unfortunately, specially in areas like Kuwait, Saudi Arabia, etc. (Dubai is relatively populated by fewer Middle Easterners exclusively) this kind of advertising can actually bring about a lot of problems (the unedited version). So it’s safer on their part to just go with this. And you know, over there, they might actually wear a tank underneath that. It’s a different world. Even here in India, the seriously backward Muslims and even some Hindus are exactly the same.

    Gabrivivaldi says:
    @ 7:01 PM / 21 Mar 2011

    All brands have to adapt their ads and communication strategies to the country where they are selling. Cultures and customs are different so it is very important not to forget and leave out (or uncovered) details that could inhibit customers from purchasing something just because the company didn’t do their homework.
    Gabriella
    http://www.etc-ecc.com

    Evie Seifu says:
    @ 4:53 AM / 22 Mar 2011

    I agree Gabrivivaldi…the world is a big place we all have our own views of what’s ok. One cannot expect different cultures and backgrounds to march to the same drummer…just won’t happen!!

    Elves2c says:
    @ 1:40 PM / 22 Mar 2011

    Middle East would get more respect from the West-if they actualy respected their own rules…but NOOOOO….Middle Eastern have different rules for THEIR behaviour when they are located back home and when they come to the West…c’mon….

    you cant be nearly a monk and nun when back home in Dubai or Saudi, and when come to the west you behave like animal released from the cage…ccc…be consistent…

    and perhaps Western Fashion will then adapt their fashion without them HAVING to adopt it for them…its pathetic….im sad for them…they obviously not in a good place when they have to LIE about what they realy want to do and wear!

    Arushi Khosla says:
    @ 4:17 PM / 22 Mar 2011

    What are you saying? Who are these Middle Eastern women who come to the US and behave like animals?

    Rico says:
    @ 6:43 PM / 22 Mar 2011

    That is so messed up x(