My Creative Hero: The Advertising Giants of The 80s
Chafic Haddad was appointed chief creative officer for VML MENA in January 2024, responsible for the agency’s overall creative product and reputation. Prior to that, he was the chief creative officer of Wunderman Thompson MENA. He has worked with many of the world’s biggest brands – Unilever, Nestle, Ford, Audi, STC, HSBC, Coke, Kraft, Red Bull to name a few.
Chafic’s journey started in 1992, when he graduated in Commercial Arts at the American University of London. Soon after, he joined JWT Beirut as graphic designer, moved back to London three years later to assume the junior art director position at TMI-JWT London.
Chafic returned to where it all began, JWT Beirut, this time as co-creative director for three years, and then held the role of executive creative director at JWT Dubai in 2002, where his relentless dedication and spirit changed the game forever, turning the Dubai office into the region’s most awarded agency for five consecutive years, winning more than 300 trophies for effectiveness and creativity at global and regional award shows. (Cannes Lions, One Show, D&AD, Clio, Dubai Lynx, Effie..)
In 2010, Chafic pioneered an equally major transformation when he also took charge of JWT Riyadh as executive creative director. With a series of trailblazing work, he helped make JWT KSA the most awarded and effective agency in Saudi Arabia since 2010.
To date, Chafic is one of the most awarded creatives in the MENA region. In 2023, he was an integral part in helping make the Saudi office “The agency of the Decade” and the “MENA Network of the Decade”, and contributing towards winning the first-ever Cannes Lions Grand Prix for KSA. A leading figure in the advertising industry in the region, he served as a judge for various award shows such as D&AD, Dubai Lynx, MENA Effie, NYF… and a regular guest speaker at universities, award shows & key events.
LBB> Who would you say is your creative hero?
Chafic> It’s hard to pinpoint just one creative hero. I believe most of us draw inspiration from different people in various industries. I would say that all the advertising giants of the ’80s left an impact, from Ogilvy and Rubicam to Bernbach and the Saatchi brothers.
I was also very intrigued by film and TV commercial directors like Ridley Scott, Tony Scott, Dick Miller and Bob Giraldi. I could name many more people. It was an entire era that I look back on fondly, and I still reference their work to this day.
Beyond advertising, Chef Marco Pierre White is an artist in his own right, and his approach to his work remains fascinating to me.
LBB> How long have these people been important to you and what are your first memories of meeting them or coming across their work?
Chafic> I was introduced to these heroes when I was in London, just as I was finishing school and starting university. I vividly remember how I used to wait for ad breaks so I could watch the latest ads. You could say I was more interested in the commercials than whatever was on TV. Unlike movies, these ads don’t end with credits, so I had to research to find out who the brains were behind them.
LBB> If it’s someone you personally know, how did you get to know them and how has your relationship evolved over the years? If you don’t know these people, how did you go about finding to learn more about them and their work?
Chafic> Before the internet era, libraries were our social media, and they were in every corner of London. If you wanted to keep up with your idols and stay updated with their work, you had to read about them through books. Inevitably, I’ve collected a fair share of advertising books that have made their way onto my shelves.
LBB> Why are these people such an inspiration to you?
Chafic> It really was the golden age of advertising, and nothing has topped that era since. Their entire approach to advertising was different: the unapologetic simplicity, the majestic copy, the undeniable craft. If you examine how TV commercials from those days were crafted — the choice of music, cinematography, colour grading — it's just fascinating. Talk about campaignability!
We're still discussing those ads and referencing them decades later. They are masterpieces, and their impact on people, culture, and the entire industry is undeniable.
LBB> How do they influence you in your approach to your creative work?
Chafic> I definitely tap into all my creative influences and inspirations when approaching new ideas. It’s about the simplicity of the idea, the choice of words, the full package. I aim to instill this approach in my team, especially in the new generation, who might not be familiar with those early ad pioneers.
LBB> What piece or pieces of this person’s work do you keep coming back to and why?
Chafic> I urge any lover of advertising or creator in the field to explore these iconic campaigns:
“Hamlet Cigar”
“Apple 1984"
“Levi’s Launderette” and many, many more.
