2011 Winners & Shortlists

Brief Explanation

Yes the music made the difference for Panda! Egypt’s Panda cheese campaign was a huge success around the globe during the past eight months and our somewhat “weird” choice of Buddy Holly’s True Love ways sound track was probably a fundamental part of such success. The Premise of each of the five ads is the same if people say no to eating or buying the cheese they are dealt with silent rage from cuddly violent Panda. It's that extreme contrast between the look, feel and “hear” tone of the Panda and its actions that made the difference. The stark contrast of the peace and calm of Buddy's voice to the violence and anger that is about to set in was just too funny and is probably what made the Panda and it’s cheese brand “ adorable” at the end of the day in spite of it’s crazy and violent actions. We believe that the song added a lot of humor to the campaign as in each Ad it starts off seeming almost like a love affair matching the “longing” look of the Panda at his victim. This “trick” the song does each time is what made the Panda actions and accordingly the whole campaign unexpected and hence funny. We only had to hear the track once to know that it had to be it .