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Friday, June 18, 2010, 09:34 by

Christian Peregin

Luqa monument face of new promotional campaign

Malta’s loved and loathed phallic symbol has hit the big time. After sparking controversy during the Pope’s visit and featuring on the BBC, it is now the face of a new advertising campaign by Vodafone Malta.

In the adverts, DJ Gianni is seen standing happily in front of the controversial Mediterranean Column, on a roundabout in Luqa, with the slogan: Proud of my country.

“The column has been there for years but a whole fuss arose when the Pope was about to visit Malta. We thought it was a good lighthearted topical issue to use to get noticed,” Lara Parker, creative director of advertising company Redorange, said.

Just before Pope Benedict XVI visited Malta in April, the Luqa local council had asked for the “vulgar” column to be removed as a sign of respect, prompting the story to be featured by the BBC and other international news agencies.

Ms Parker described the monument as “Malta’s response to the Eiffel Tower or the Tower of Pisa” and said the campaign was intended to be tongue-in-cheek, even though it was bound to elicit the usual criticism.

She pointed out that DJ Gianni was chosen because he was as “prominent” as the Luqa monument and just as colourful and amusing. “I think it’s symbolic of our country.”

This is not the first time Vodafone chose to go down a risqué route with their advertising campaigns.

Late last year, one of their campaigns sparked controversy when condoms were distributed with publicity fliers to University students.

Ms Parker pointed out that it was always difficult to persuade Maltese companies to go for adverts that sparked controversy but the success of such campaigns spoke for themselves.

“Run-of-the-mill advertising just doesn’t work. I think it’s good to pick up on topical issues that are more interesting and make people talk about the adverts.”

She added that many of her concepts are rejected but, following the success of the condom campaign, it became easier to convince Vodafone of certain “daring” advertising concepts.

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Steve Pace

Jun 20th 2010, 20:34

Lara Parker is a creative director of advertising company Redorange , just In case you missed that bit in the article .

S. Attard Gialanze

Jun 20th 2010, 23:30

What does that have to do with what I said??

C. Giordimiana

Jun 20th 2010, 12:00

Yes, he's working very hard!

Steve Pace

Jun 19th 2010, 22:31

Mr. Portelli. You are claiming to be a spokesman for the majority of the Maltese. How about contesting next election and form an alliance with Adrian Vassallo from labour and create a new party called ' Prudence chastity party '

sorry for the sarcasm , but i think stating that you ' along with the majority of Maltese' is a bit big headed at best !

Paul Portelli

Jun 19th 2010, 22:48

Dear Mr Portelli,
Can you please specify which of your human rights is being violated by this monument?

A Agius

Jun 20th 2010, 01:29

you should request a life while you're at it too ... you know ... the kind normal people have.

Joseph Micallef

Jun 20th 2010, 09:49

Can you please enlighten us common mortals as to which scientific study you conducted, made you conclude that the majority of Maltese want the monument to be removed? I await your statistics. Thanks

Joseph Vella

Jun 19th 2010, 09:51

It's marketing Edric...you're too conservative to understant how modern capitalism works!

Karl John Munro

Jun 19th 2010, 11:37

I agree with Edric on this one. If Ms Parker thinks that Malta’s response to the Eiffel Tower or the Tower of Pisa should be the colume of luqa, then i am sorry to say that for being the creative director of an advertising company, creativity is not her forte.
I believe ggantija is something we should be proud of, and our history and monuments.
A colume in the middle of a round about doesn't really change our lives, but promoting it as being something we should be proud of is wrong, in many ways ( knowing the symbol behind the monument )and it isn't exectly what one would expect to see on the shop windows while drinking his morning coffee..

Dr Francis Saliba

Jun 19th 2010, 11:25

Will you please make up your mind? Is this "work of art" being "appreciated" or is it being "mocked"?. Have you discovered some connoisseur that can do both simultaneously trying to be "humorous" and managing only to be ridiculous?

axuereb

Jun 18th 2010, 21:45

Agreed 100 percent. I wonder how marketing could have missed that point. And anyway, couldnt Vodafone have chosen something better to put in the background which would surely be representative of our country? This campaign is rather tongue in cheek and perhaps amusing to some MAltese but I wonder what the tourists will make of it?

dusty williams

Jun 18th 2010, 16:57

jaqaw hbieb maghhom siehbi?

E.Ciantar

Jun 18th 2010, 16:48

Malta's reply to the Eiffel Tower? It would be good if we had it 320m long - the Luqa monument that is.

l.zammit

Jun 18th 2010, 16:39

hi Patrick, I agree with you100% - ilqghat il-musmar fuq rasu!
as at first glance, it does not give a nice image to Malta.

S. Calleja

Jun 18th 2010, 14:08

If you equate laughing at yourself with laughing at a statue of a huge "phallus", then you must either have an identity crisis, or else you mean it ;-)

J Farrugia

Jun 18th 2010, 14:51

We dont laugh at obscenities we dont laugh at perversity, we dont laugh at immorality, we cry when we see it being perpetrated. Only fools laugh at all the stupid things which we see around us. Like making love on the Triton fountain from 4pm till 730 pm for all locals and foreigners to see. And then we are surprised that in the tfirst three months of this year there were 300+ new born babes to single mothers. Single mothers.

Franco Farrugia

Jun 18th 2010, 19:11

I rather like it! It's a good PR. I mean, look at the success, even from here! Of course we don't cry! Let those without a life do that!

Myrna Minkoff

Jun 20th 2010, 12:04

i love you ben. marry me.

JOHN O SCERRI

Jun 18th 2010, 14:47

Ludwig... Did you mean deux (2) or Douze (12)?

Clive Caruana

Jun 18th 2010, 15:43

Actually those are woman hands on a male buttocks :)

Sabrina Borda

Jun 18th 2010, 16:17

Also Lara Parker needs to know that just because the adverts she created are getting a lot of attention does not mean it is because we are now impressed with her work so much as though it is some bravura - on the contrary, or that it will make us run off to get Vodaphone....NO, it is only getting attention because people are remarking how stupid it is, so she shouldn't get carried away on what a good creative director she is because public opinion shows the opposite. Not a good way to get positive attention to Vodaphone but negativally abundant thats for sure when Lara Parker belittles our nation because she only think she's clever. Also maybe next time as creative director she should not be allowd to comment on behalf of Vodaphone what she thinks is symbolic of our Nation, it must be really embarrassing for them to have to defend her.

J Farrugia

Jun 18th 2010, 14:57

I dont see it your way. In fact I know of many Vodafone customers who will change provider following this latest advertising bout. Lara Parker is a liability to the same company which employs her. If she tried to shock people she did not succeed. Ther eis nothing shocking, only the taste is stupid and counter productive. Lara is just fooling herself if she thinks she will be selling Vodafone to us. Once again it doesn't shock me only it will counter its effects. People will continue to leave Vodafone. Vodafone will be blacklisted.

Joseph Aquilina

Jun 18th 2010, 12:50

So Vodafone wants me to spend time to understand their advert rather than assume the obvious and conclude they are insulting me? Where do they think they’re hanging their adverts? In some art gallery!??

S. Calleja

Jun 18th 2010, 13:38

By all means, show this advert, which as you said is eye-catching and which got people to talk about it. I don't believe in censorship at all. I am for letting anybody expressing his opinion without fear, including the guy who's nicknamed Hitler, the writer Alex Vella Gera with his story Li Tkisser Sewwi, and Norman Lowell on Lou Bondi.

But the fact that some people find this advert funny only reflects their undeveloped sense of humour, and a cultural deficit from the great and witty comedians. "Look ma, a penis! Hee hee hee hee..."

S. Calleja

Jun 18th 2010, 13:54

@ R. Stevenson

I also can't see how man reaching space age is related to laughing at huge giant penis.

R. Stevenson

Jun 18th 2010, 15:05

@ S. Calleja

By 'space age' I mean to refer to a contemporary historical period, which besides being marked by actual space travel, is also characterized by a majority who would laugh at the idea of banning/censoring this advert. Whilst you clearly do not like the advert, you do not seem to be suggesting any ban or boycott (unlike others on this thread) – that position is fine by me.

I do not agree, however, with your view that people getting the tongue-in-cheek side of this advert bears witness to an undeveloped sense of humour. Without going into much analysis, the controversy which the piece of art has stirred just a few months ago has transformed it into something carrying much more weight than a ‘penis’. To me, for example, it is a symbol of the conflict between ‘traditional’ Maltese Man, preaching against liberal values in the village pjazza to 10 people who already rally to his cause anyway, and less conservative individuals like myself. From that perspective, the advert together with the apt title ‘Proud of My Country’, becomes humorous - and I never even brought the thought of a ‘penis’ into the joke.

Joseph Aquilina

Jun 18th 2010, 12:53

Although there is a saying that says “All publicity is good publicity” in reality things do not really work that way. If in doubt ask BP (British Pertrolium). I am pretty sure that they are not enjoying the current publicity they have at the moment. Similarly (but on much much much diminished proportion), many comments below are negative showing little appreciation for this advertising style.

Michael Bonavia

Jun 18th 2010, 12:44

Good thing nobody listens to THOSE anymore.

Ben Dover

Jun 18th 2010, 13:17

Good thing nobody listens to THOSE anymore.

Kenneth Cassar

Jun 18th 2010, 11:50

1. What debacle?
2. The monument is not the property of the artist.

Myrna Minkoff

Jun 18th 2010, 14:36

suing for copyright infringement!?!?! So you mean the church has a right to sue me for those shots i took and published of the Mosta dome!?!?!?!?

K. Pullicino

Jun 18th 2010, 16:11

You're seriously making money off pictures of the Mosta Dome?

Jan-Wouter Stigter

Jun 19th 2010, 12:24

Normally speaking, unless specifically arranged otherwise, the artist does keep the copyright over his artwork - even if he/she no longer owns the work itself.

Myrna Minkoff

Jun 20th 2010, 12:03

gee thanks for clarifying!!!!!!!!
/end sarcasm

Myrna Minkoff

Jun 18th 2010, 14:38

the times really needs to sort out a "like" and "dislike" button. Instead i will type it.
I LIKE THIS!

Joseph Aquilina

Jun 18th 2010, 11:27

The aim of an advert should be to attract people and not repel them away. After a day just read the negative comments and you will see the effect that this publicity has. No one is reading the small text ... all are just reading "Proud of My Country" next to a monument which many Maltese are not so much proud about!!!

J. Attard

Jun 18th 2010, 11:32

Dan huwa l-mod kif titrattaw li nies ta' Hal Luqa Vodafone. Tafu tisthu. Nheggeg lin-nies ta' Hal Luqa jaghmlu boycott lil Vodafone bhal ma ser naghmel jien. Daqshekk klijent taghkom.

S. Calleja

Jun 18th 2010, 11:33

This advert doesn't represent modern lifestyle AT ALL.

I live in a northern European country, quite famous for its open mindedness. You will NEVER see anything like this here. That is old school. Crass, base and vulgar. While admittedly people here are materially shallow, they will not be impressed by something like this since it's not witty enough and doesn't catch you off guard. Rather, it slaps you in the face with is crassness.

If consumers in Malta are impressed by such adverts, it only shows how coarse and cheap Maltese tastes actually are. I'm sure it will be a successful campaign nonetheless, but that's ONLY because many Maltese are immature and find anything related to penises terribly funny.

Kenneth Cassar

Jun 18th 2010, 11:53

@ S Calleja:

The advert is not intended to represent "modern lifestyle". It is supposed to be funny. However, if you don't see the funny side, I hope you don't lose any sleep about it. Lighten up and have a harmless laugh every once in a while. Its healthy and free.

C.Ellul

Jun 18th 2010, 12:35

@J. Aquilina
I am one of the 'many Maltese' who are not particularly proud of the Luqa monument. However, I am open-minded enough to understand that this is meant to be tongue-in-cheek. The fact that Gianni, known for his humour, is featured next to it is a solid hint!

@S. Calleja
The situation in Malta is very different from the situation in Northern Europe.

First of all, as you correctly state, people in Northern Europe are much more open-minded and materially shallow, so they would not be taken off-guard by something like this, as it's been done before and people expect it. In Malta, on the other hand, we are much more conservative and up-tight; and such advertising hasn't been done before here. The fact that this article is fast-becoming one of the most read and commented articles of the day just goes to prove that.

Secondly, Northern Europeans are not exactly famous for their sense of humour. Sweden, Denmark, Finland are among the countries having the highest suicide rates in the world; need I say more? :)

S. Calleja

Jun 18th 2010, 13:25

@ Kenneth Cassar. I laughed at these sort of "jokes" when I was an immature and innocent 12 year old boy... "HAHA look a penis!!! Hahahaha". My sense of humour has progressed since then.

Here are a few great comedians who I never get tired watching/reading: the late Dave Allen and the late Douglas Adams, George Carlin to name a few... and sometimes my own self when I do something stupid, which is quite often :-)

Anyway I'll take a couple of sleeping pills tonight just in case ;-)

J Farrugia

Jun 18th 2010, 15:01

J attard naqbel meighek mija fil-mija u nassigurak illi Vodafone ghad iridu jishtu l-m,ument li qabbdu lil Lara Parker biex taghmilhom il-kampanja pubbliciotarja. Jien l-ewwel wiehed li ser inehhi l-Vodafone service li ghandhi. Daqshekk irnexxiet il-kampanja bazwija li qed jaghmlu.

S. Calleja

Jun 18th 2010, 11:22

I guess it all depends on how much your sense of humour is developed. For me this advert is simply crass a lacks creativity. It will manage to achieve its purpose of course, but through shock, rather than subtlety and wit. But then, I wouldn't expect much wit from certain people, which would precisely be the customers Vodafone are trying to target.

Joseph Aquilina

Jun 18th 2010, 11:40

Yes but that is irrelevant when most of the comments are negative. Remember that an advert is meant to attract people and not insult them!

Kenneth Cassar

Jun 18th 2010, 11:55

@ S Calleja:

Shock? What shock? We've had this monument for years now...hardly shocking. The humour - does it need spelling out? - is in Ganni's posture in front of the monument, suggesting a correlation between the two (in size, not in colour). ;)

Kenneth Cassar

Jun 18th 2010, 11:59

@ Joseph Aquilina:

You should do some research on meme theory. You'll find that this kind of advertising works, otherwise it would not be used. No established company would take an uncalculated risk.

Ben Dover

Jun 18th 2010, 13:25

"I wouldn't expect much wit from certain people, which would precisely be the customers Vodafone are trying to target."

I can smell the presumptuousness through my actual monitor. Because signing up to another glorified walkie-talkie company than the other glorified walkie-talkie users entitles you to some kind of heightened respect.

Oh wait, you're serious? Allow me to laugh harder.

P Borg

Jun 18th 2010, 11:43

... it's not a question of "qaddissin" it's much more of bad taste... and very poor PR.... I guess it did not cost Vodafone that much to come out with this advert since it's very cheap to be vulgar.

G.Ross

Jun 18th 2010, 13:05

You are so right! People here are living in multiple moral dilemmas. They have no idea how to discern between 'morals' that have been dogmatically shoved down their throats for centuries, those that are based on fear,ignorance, embarrassment and irrationality (this comment board is a witness to that) and those that are based on critical thinking, common sense, reason and positive human values such as compassion, respect and dignity.

This country is too socially and culturally immature and unevolved to ever get to that point in the foreseeable future. We talk about the 'threat of secularization' (and multiculturalism). Which threat? It is only a threat because socially we have the moral age of an infant or idiot (although I suspect much worse). Hence we are unequipped to deal with the 21st century and hence we blame it on the moral decadence brought about by secularization.

Ironic isn't it? We are morally decadent because we are encumbered in fear, ignorance, dogma, bitterness, envy, pettiness and all that. We are morally decadent because we do not have the maturity level of advanced secular countries. Yet we blame it on secularization - our one and only remedy!

J Montalto

Jun 18th 2010, 13:32

Hear hear. Someone talking sense at last in the midst of all this verbal ****.

Kenneth Cassar

Jun 18th 2010, 11:17

The point is that you're speaking about it, which means that the "Vodafone" meme has entered your mind - mission accomplished.

Not at all rocket science.

Joseph Aquilina

Jun 18th 2010, 11:54

@Kenneth Cassar
The mission would be accomplished if they actually managed to make me change my use their service. With this advert they just gave me another reason to stay where I am … at least my current service provider does not insult me in my face.

A. Grech

Jun 18th 2010, 11:11

@ I.zammit: no you're not, and your post proves it.

D.Caruana

Jun 18th 2010, 11:21

Int bis serjeta????!!! What is shameful, the monument - a piece of art , or you being ashamed of a national monument???

c mifsud

Jun 18th 2010, 11:21

lol...

Joseph Aquilina

Jun 18th 2010, 11:29

@A. Grech
For many I might not be considered as open minded. However regardless of that, I still feel a little bit insulted by the advert ... I do not like it when someone associates me and all other people in my country to a D*ck ... maybe you enjoy that I don't know!?

Kenneth Cassar

Jun 18th 2010, 12:03

@ Joseph Aquilina:

Nobody is associating you and any other people with a d*ck. If anything, the association is between the monument and Ganni's d*ck. ;) That's what makes it funny. But if you don't find that funny, no problem at all.

K Cassar

Jun 18th 2010, 13:46

L Zammit.... You said you are a very open minded person? Hehe what part of the words open minded don't you understand???

Joseph Aquilina

Jun 18th 2010, 11:21

The advert is void by the words ‘Proud to be Maltese’. If they wanted they could have used the words ‘Proud to be Different’ or ‘Proud to have my own opinion’. If they did so then no one would have complained. However by the words ‘Proud to be Maltese’ Vodafone is just saying (considering the interpretation of the monument shared by the Maltese) that the Maltese are all D*cks! Now personally I am not so much happy about that. At least that is what those not as “grown-up” like you will understand … and believe me that is a large part of the country … Not so much of a good move after all right? …

J Fenech

Jun 18th 2010, 11:21

that is not one of our national monuments -the aim was purely to create controversy. Ms. Parker did nothing but insult the Maltese people in general by splashing the slogan 'proud of my country' on top of that. we have the legacy of 7000 years of history to make us proud of our country. Now who can compare its cultural value with say, the hagar qim temples, bastion gates etc..?

C. Ellul

Jun 18th 2010, 11:07

Give it a break Sur Ganado! Why would the police stop an advertising campaign featuring a publicly and prominently exposed monument in Malta?!

Kenneth Cassar

Jun 18th 2010, 11:20

True, except that this is not intended to be taken seriously. Lighten up, just for once ;)

Dr Francis Saliba

Jun 18th 2010, 15:52

Ane expensive promotional campaign that "is not meant to be taken seriously"? Of course not! It is the usual ploy of pleading in extremis that an outrageous comment is meant to be taken in jest. - but only after it is pointed out that what was meant to be funny only succeeds in being ridiculous!

c mifsud

Jun 18th 2010, 12:34

i dont know how ur saying that you werent given the offer, because i called customer care a week after i topped up and they game me the offer!! and the msg u only need to send it once before ur first top up, so i dont see it as a big hassle.

Paul Barrett

Jun 18th 2010, 12:07

Correct - especially with their last topup advertisement which missed out the 30 day time limit and restriction to Vodaphone calls/sms to Vodafone only until after you had topped up. I should have known better than to fall for it.

Verbatim news item from the Times:

All Vodafone prepaid customers can double their top up for free when topping up with €10, €20 or €50. To sign up to this offer, customers need to send a free SMS to 16200 with the word 'Topup' and then top up their credit.

C. Ellul

Jun 18th 2010, 11:03

Errr... it's meant to be tongue-in-cheek, you know? Isn't there any kind of sense of humour in this country?

If it was an advert intended to attract tourists to come to Malta, I would certainly use a better icon like the Mnajdra Temples or Fort St. Angelo. But this is meant for foreigners living in Malta long-term. I think if you look at it light heartedly, you get to like it. :)

c mifsud

Jun 18th 2010, 11:18

Just for your info he is a jamaican singer and is very famous outside of malta!!!

nahseb qabel ma tikkumenta u tiftahar kemm thobb pajjizek, ahjar lewwel tieqaf tiggudika bniedem iswed, u thobb lil ta madwared u wara thobb l affarijiet materjali li jamlu dan il pajjiz!

C.Borg

Jun 18th 2010, 13:16

@ c.mifsud! well said! very well said! l injoranza li hawn f dal pajjiz tisporprendik. l - aqwa li nikritikaw, nkunu dojoq u nilabuha tal qaddisin! OQBRA MBAJJDA!

J Farrugia

Jun 18th 2010, 14:44

How low can you go justin to try to make us laugh. We dont laugh at degradations. And besides both of them (Ganni and his pal) are two of the same degrading objects.

Joseph Micallef

Jun 20th 2010, 09:43

I bet very few understood your very witty joke from the likes of it! It certainly made ME laugh though! good one!

D. Pulis

Jun 18th 2010, 10:19

haha go to Iran Sur Fenech

E Abela

Jun 18th 2010, 10:25

Nittama ma jithajrux johorgu b'xi haga simili c-cisk ....."Our monument - our Lager"

Simon Sghendo

Jun 18th 2010, 10:31

Chill out mate! It's onyl an advert!

Kenneth Cassar

Jun 18th 2010, 12:09

True, we have lots of monuments - Vodafone simply chose the most interesting :)

Erin Ciantar

Jun 18th 2010, 14:04

I think you're reading a bit too much into it

Joseph Camilleri

Jun 18th 2010, 10:37

or perhaps you can relax a bit and chill out... nothing wrong with a bit of humour in advertising.

C. Ellul

Jun 18th 2010, 10:59

Look closer... it's actually a male's backside being grabbed by a pair of female hands. :)

J Farrugia

Jun 18th 2010, 14:41

both are debasing the human being. shame on vodafone and those who support it.

A. Charles

Jun 18th 2010, 12:55

Totally agree with Mr. Zammit. Sense of Humour is very much lacking in these islands.

J Farrugia

Jun 18th 2010, 14:39

yours are truly false values.

C Zammit

Jun 18th 2010, 09:53

if the ones of vodafone stop you in valletta...melita guys call you on the land line to promote every single item ...i was with melita and there mobile service sucked big time. Well done Voda...ah yes...cheeky or not they are doing their job at the end of the day !!!

J. Drury

Jun 18th 2010, 09:56

I dont know what roads you walk around in Valletta and or Mosta, but I do see ALL major mobile phone sevice providers all over the place, and not only vodafone....

Charles Attard

Jun 18th 2010, 09:57

Use the boycott ticket to fight Vodafone. I have blacklisted them since their last perverted campaign. I suggest to Vodafone malta to kick out its marketing manager and advertising agency, since they are a liability to their company. Workers have to work, but sorry they wont do any business with me. And with me there are others. Vodafone should make a public apology for its immoral and obscene marketing strategies and kick out this Lara Parker, who is fast becoming Vodafone's liability.

Neil Sant

Jun 18th 2010, 10:30

I switched to GO Mobile because I got stung on a deal for cheaper calls which actually turned out to cost much more. This Monument though is a step in the right direction though!

RJ MIcallef

Jun 18th 2010, 12:31

@ N Sant
Have you therefore been shafted by the Vodafone phallus?

Martin Vella

Jun 18th 2010, 10:11

Andrew you should be in marketing very well said and Vodafone should use this slogan Prosit

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