2012 Winners & Shortlists

Brief Explanation

The Egyptian culture is a conservative one, a culture where people hide their underwear while hanging it to dry, needless to mention how would they react regarding discussing it in a TV commercial. A metaphor had to be found, one that is as witty as the Egyptian audience yet allows discussing the subject as personal as it is. The relationship between a person and his underwear is, literally, as close as it gets, you stick together through good time and bad, a relationship that is nothing less than a "friendship", highlighting the types of friends that one meets throughout his life, and comparing them with the kinds of underwear that you try throughout your life created a logical flow of thinking that leads to the conclusion "when you get to chose a kind that will stick to you so closely, choose the kind that you can rely on" which in a play-on-words fits in describing both friends and underwear.