AL DAHABI A TASTE THAT'S HARD TO DESCRIBE
Brand | BASKIN ROBBINS |
Product/Service | PRODUCT |
Entrant | BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
Category | Foods |
Entrant Company
|
BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
AMBER COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
|
Production Company
|
BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
The launch TV commercial for a luxury “royal” ice cream sundae Al Dahabi “the golden sundae” as part of a broadcast and online campaign Al Dahabi "A taste that's hard to describe". The core idea was to use as a creative springboard the popularity of Poetry in the Arab world. Some of the top rated TV shows in the region are poetry competitions.(i.e. Millions Poet) For Al Dahabi we mined the tradition of Royal court poetry where poets would compete to spontaneously outdo each other with flowery descriptive verse to impress the ruler/sheikh/king. We took this tradition and subverted it by casting two currently hot hip young Saudi Online Comedians, Hisham Faqeeh (of “No woman no drive” fame with 13 Million you tube hits) and Mississippi Ibrahim. So they had to try to describe, ineptly the taste of Al Dahabi to support the product selling line of “a taste that’s hard to describe”.
Credits
Omar Hilal |
Freelance |
Director/Writer |
Sanjay Mathur |
Amber Communications |
Creative Director |
Shane Martin |
Boomtown Productions |
Executive Producer |
Joaquim Miquel |
Freelance |
Director Of Photography |
Daniel Kilalea |
Boomtown Productions |
Producer |
Alvaro Del Val |
Serena Middle East |
Editor |
Sujit John |
Amber Communications |
Client Service Director |
Nathalie Harb |
Freelance |
Art Director |
Natascha Edelmann |
Galadari Ice Cream Co. |
Head Of Marketing |
Abdulmonem Suliman |
Galadari Ice Cream Co. |
General Manager |