Abdollah J. Zeynabi, senior copywriter at TBWA\RAAD, argues that 'Arabic copywriters, masters of their craft, are too often relegated to fancy-titled translators', which is a massive error. Here is his take on why Arabic copywriting needs a makeover.
Let’s face it—Arabic advertising is crucial. It’s like remembering to breathe—essential, yet somehow easily forgotten. But here’s the thing: in the wild world of ads, things often get a little… backwards. Arabic copywriters, masters of their craft, are too often relegated to fancy-titled translators.
For years, this has been my sandstorm (or heatwave)—the frustration of seeing the brilliance of Arabic copywriting overshadowed by the idea that campaigns should start in English and then be recreated or, even worse, translated into Arabic.
Hold on, isn't a bilingual copywriter the dream team?
Sure, fluency in both languages is a plus. But the truth is, some think a bilingual copywriter is like a magic decoder ring–translate (or transcreate) English and voilà! Instant Arabic masterpiece!
Wrong.
That’s not how it works. There is no such thing as a “true bilingual copywriter.” We can have bilingual speakers (meaning they are fluent in two languages but not necessarily writers of both). A bilingual copywriter may have a strong command of two languages but may not deeply understand the nuances of a language and culture that is not their own.
To truly understand a language, you need to soak in its culture, which means they could have learned and mastered the second language, but not necessarily soaked up its essence. A true bilingual copywriter is a myth.
Arabic is more than just a collection of squiggles; it's a language with rhythm, soul, and the power to make you laugh or cry with a single turn of phrase. You need someone who understands the cultural nuances, the local references, the jokes that land and the ones that flop harder than a dancing camel.
Let's give Arabic copywriters the credit they deserve and empower them with the right knowledge to bring out powerful truths and insights about our beautiful and rich region.
So, what's the solution?
It's time to ditch the one-size-fits-all mentality. We need Arabic-first campaigns built from the ground up with Arabic speakers at the helm.
Imagine ads that resonate, that make people chuckle and say, "Yaa Salam!" (That's Arabic for "Awesome!" by the way).
Yes, concepts and insights can be universal, but executions should differ.
The Snickers platform “You’re not you when you are hungry” is a universal truth that resonates globally. Yet, bringing it into Arabic requires more than just translating the line. It demands a nuanced approach that taps into cultural insights, making a universal truth locally relevant.
This is something we all know, but it’s worth reminding ourselves (myself included) to keep it top of mind, as we work on our campaigns, concepts, and even our day-to-day tasks.
Let's give Arabic copywriters the credit they deserve and empower them with the right knowledge to bring out powerful truths and insights about our beautiful and rich region.
Let’s create ads that sing in Arabic, not just translate a bad karaoke version.
