2016 Winners & Shortlists

The Campaign

In this TVC, we are introducing Swailam Al Talga – a Saudi “facilitator” also called “Moaqeb” – who carries out government transactions on people’s behalf. He is sitting by his booth outside a government agency in order to offer his services to visitors. Due to his ability to solve problems quickly and easily, Swailam used to be widely known and was even considered a legend in Saudi Arabia. With that in mind, he smugly asks a passerby if he requires assistance with his papers, which then leads him to reminisce about his past and remember the heyday of his popularity. Oblivious to the existence of mobile Internet and the fact that the Saudi government launched e-services which enable Saudis to carry out transactions with just the click of a button, Swailam seems surprised and even a little offended when the passerby not only doesn’t recognize him but also rejects his help, as he can now do it all online.

Creative Execution

Don’t you worry. Doors open in an hour. Oh, ok. Good to know. If you want, I can help you with those papers. Thanks man, but no need. It’s nothing. You have no idea who I am, do you? You got me there! No clue. People used to call me “Swailam Al Talga” (the Bullet). The fastest Moaqib in Saudi Arabia. A.k.a. the best facilitator you’ll ever find. I used to fix people’s papers in a jiffy. I was charming, super groovy, and relaxed to the max. Before I knew it, I became people’s go-to guy. My phone basically never stopped ringing. Cool beans, it’ll be done by the end of the day. Today? Right on! Who cares about working hours?! Hello Mr. Davis. He wants to work in Shargiya?…Consider it done. They owe me. The word “No” didn’t exist in my vocabulary. All I ever said was “Done”. You know, I was something back then. Totally boss. Wherever I went, people would be psyched. Oh man, those were the days. Heck, I was even on the television! Tired, frustrated, and exhausted from needing weeks for simple transactions? These people were like family to me. We went through thick and thin together. The best part of my job was the look on my clients’ faces when I handed in finished documents. “God bless you!” they would say. My motto was: No matter how fast you are, Swailam is faster. But times have changed, dude. Nowadays, I can get everything done online, real quick. I don’t even have to get off the couch. Gone are the days of Swailam the Bullet. What you now need is Internet that’s faster than any bullet. Nothing stands in your way with Internet from STC.