2016 Winners & Shortlists

The Campaign

A young modern Kuwaiti couple enters a cafe, but the focus is on the woman. We catch them in the middle of their conversation as she says in a British accent "It Doesn't Matta", which prompts a voiceover to mock her playfully with an exaggerated British accent "It Doesn't Matta! Charlie Bit Me!" before going back to streetwise Kuwaiti dialect where he continues to point out the pretense of her style. He points out the lie she's living, like how she's gotten into the trend of "Zumba" or how she refers to South Mubarakiya (an old bazaar) as "SOMU". He then points out "Wanna know when your real side comes out? Let's see what happens when you catch your man talking to his woman friend". She looks at them, and we are taken into a series of flashbacks from vintage Kuwaiti pop culture that reference anger and heartbreak, like when a famous 80's TV character holds her heart in pain. When we come back to reality, the pretense is gone and she reacts like a jealous wife, speaking in a Kuwaiti dialect without a care of how she looks. We cut to the end line of "We Know You Well".

Creative Execution

Girl: Don’t worry, actually it doesn’t matter Narrator: What’s That? It doesn’t matta? Charlie Bit Me! (referring to the popular viral video of the young boy speaking in a heavy British accent) That’s it, I know your style You look like you just got your Master’s from Cambridge… You’ve worked for 5 years in London You just got into the trend of Zumba classes You look like the kind of person to refer to AlMubarakiya as “SOMU” (SOMU stands for South Mubarakiya, and is a way the young westernized crowd refer to the traditional bazaar, which is a term old school Kuwaitis poke fun at). What does somu even mean really? When you saw Rawan’s friend with that much makeup on, you probably thought “I was like No Way!” But never mind Wanna know when your real side comes out? Let’s see what happens when you catch your man talking to a woman (flashbacks) Hayat Al Fahad : My heart! Sannousi: Oh no, brother! Girl: Who is she? Husband: My best friend, from college Girl: Oh your best friend? I had no idea! In that case let her come and sit with us! What do you mean best friend?! Narrator: Yep! I knew you wouldn’t disappoint me… in moments like these, you don’t mess around End line: We Know You Well