2016 Winners & Shortlists

MR. KNOW IT ALL

Short List
BrandALGHANIM INTERNATIONAL ELECTRONICS
Product/ServiceX-CITE ELECTRONICS
EntrantFP7/RUH Riyadh, SAUDI ARABIA
CategoryScript
Entrant Company FP7/RUH Riyadh, SAUDI ARABIA
Advertising Agency FP7/RUH Riyadh, SAUDI ARABIA
Production Company THE FILM HOUSE Beirut, LEBANON

The Campaign

The film tells the story of a consumer who wants to purchase a TV set and while in the showroom he asks the salesman to explain more about the specifications. The salesman seems confident and sure about his information and product knowledge, he starts pitching to the consumer the TV specifications while finding the most awkward and silly answers.

Creative Execution

Customer: Excuse me what are the specifications of this TV? Salesman: It has everything … Salesman: It has 4K, 3D, HDMI and it also has USB… Customer: What is 4K? Salesman: 4K means it weighs 4 kilos it’s like you’re carrying a sack of potatoes… Salesman: 3D, is all about the 3 D’s, first D is the Dekka (resolution in Arabic), second D is for dynamic and the third D is its electronic demagh (brain) … Customer: Oh, what does HDMI mean? Salesman: HDMI means Hollywood Drama Movie In-house, right in your home… Customer: What is USB? Salesman: That’s an easy one, YOU SEE BERFECT… Announcer: Tired of such unpleasant experiences, X-Cite is now in town! X-Cite The Ultimate Experience…

Credits

Name Company Role
Dany Azzi FP7/RUH Creative Director
Jimmy Abboud FP7/RUH Art Director
Hosam Mobarak FP7/RUH Head of Copywriting
Najla Al Olayan FP7/RUH Senior Copywriter
Sara Alhaian FP7/RUH Copywriter
Claude Abboud FP7/RUH General Manager
Ziad Kerbage FP7/RUH Client Service Director
Saud Saadoun FP7/RUH Acount Manager
Frederic Frem The Film House Director
Rachad Azar The Film House Executive Producer