2016 Winners & Shortlists

The Campaign

The film tells the story of a consumer who wants to purchase a washing machine and while in the showroom he asks the salesman for his advice to choose between the top loader or the front loader. The salesman advises the consumer to take the top loader because it is a better choice. But when he finds out that the model he is trying to sell is not available he convinces him to buy the front loader.

Creative Execution

Saleman: Hello, how may I help you? Customer: I’m looking for a washing machine. Salesman: You came to the right place! We have all types, colors, shapes, and sizes. Customer: What’s the difference between these two? Salesman: This one is a top loader; you simply open it and throw in your laundry. For the other one, you’ll have to bend down and so on… Customer: So the top loader is better. Tell me about the specifications Salesman: It can wash, dry, rinse, and if you let it, it just might hang your clothes for you. Customer: How about the spin speed? Salesman: This machine is so fast, you better watch out from “Saher” (speeding radar in KSA) Customer: So it’s “Zeina” (Meaning good & an Arabic female name) Salesman: It’s not only “Zeina”, Sarah, Najla, Danah all of them bought it. Customer: I’ll take it. Do you have stock (Availabilty)? Salesman: Stock?! Asking these questions… Of course we do, let me just double-check. Forget about this one, buy the front loader because it’s much better; its 2-in-1 you can wash your clothes and work out at the same time. Announcer: Tired of such unpleasant experiences, X-Cite is now in town! Riyadh King Abdullah Road X-Cite The Ultimate Experience…