2012 Winners & Shortlists

Brief Explanation

The ad was constructed on the platform of magic; the ad is inspired from the old London movies i.e. Prestige, Illusionist, etc. It was shown after a teaser phase that endorsed "Amr Waked" and "Arwa Gouda" the Egyptian stars, and it succeeded in diverting the viewers attention that a new movie called "Magic" will be released, afterwards revealer copies was placed on media showing it was Ceramic magic. The film shows various displays of magic tricks by a magician "Amr Waked" and the sense of mystery that he applied on "Arwa Gouda" that he actually looked like being grabbed and attracted to her beauty. However, he took her to a magical world (sets) at which the ceramic tiles was the magical hero of the sets they went through. The copy took several double meanings between the effect of magic on the lady and the beauty that makes the magic, moreover, the effect of real magic by Gloria ceramic. The ad differentiated the brand from the traditional ceramic ads that displays bathrooms and kitchens to another and different way displaying the tiles of Gloria ceramic.