2010 Winners & Shortlists

Brief Explanation

"There are 537 reasons why you will not be able to close your eyes when watching Rotana Cinema!" Leveraging the tremendous success of the Rotana Cinema slogan – the Arabic equivalent of “You will not be able to close your eyes when watching Rotana Cinema” – the leading Arabic movie channel decided it was now time to substantiate its claim with evidence. After all, many viewers were asking why? We created a whopping 537 reel reasons why you won’t be able to close your eyes and communicated these reasons in an unusual way only an entertainment channel like Rotana cinema can do. Inspired by Arabic cinema, the copies rely on an absurd storytelling technique with unimaginable twists. The copies start by making intriguing claims as to why you won’t be able to close your eyes on Rotana cinema e.g. “in order to increase the carrot crop,” “in order to quit smoking” or even “in order to reduce mass suicides of the female grey whales.” By the end of the copies, the voice over is able to cleverly link the seemingly absurd claims to very rational reasons why you won’t be able to close your eyes on Rotana Cinema such as “best quality picture,” “direct from cinema movies” and “Romantic Wednesday movies”