2011 Winners & Shortlists

Brief Explanation

It has been obvious to many of the general public that corporate advertising especially in the financial and investment realm speak to the viewers in a dreamy language that the average Mohammed wouldn't understand. Too many big words and unrealistic references echoed by cliche visuals is simply the trend of corporate ads. Spoofing the bland corporate campaigns is the tactic we used in our corporate ad to finally have the target audience actually pay attention to what we are trying to communicate. We started the ad with cliche visuals of running horses, hawks and business men who are of course shaking hands and of course under water while the VO is reciting a poem that doesn't make any sense. Suddenly the ad is interrupted by the famous VO talent Essam Saif who was sick of saying things that didnt make any sense. From there, our characters who come from different backgrounds (Ad targeting saudi investors, expats and foreigners outside Saudi) start a well designed confrontation through smart copy that revolves around our brand Derayah and its positioning.