Brand | COFFEE-MATE |
Product/Service | COFFEE CREAMER |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Drinks |
Entrant Company
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
DEJA VU Dubai, UNITED ARAB EMIRATES
|
The Campaign
The film follows an everyday Lebanese Taxi Driver (Protagonist) as he deals with everyday difficult customers (Antagonists) while out on the road. Even after a long day, he invites the viewer to “Be Smooth”, and see the positive in every situation.
The protagonist begins by describing his adoration for the job. He reveals his love for meeting new people, before cutting to a grumpy old woman as she shouts incomprehensible directions at him. He then describes how he meets people with real passion; before cutting to a bickering couple in the backseat of the cab. “But a client is a client,” he exclaims, as we see a rambunctious group of children in the back, with a less than aware mother taking a selfie in the front seat. The final scene reveals two secret service agents entering the back seat, as he humbly utters “There are things I can’t even tell you about.”
The message? Even though life can be intense, there’s always a positive side. Just like your coffee is smooth (with Coffee-Mate), so too can you be. #BeSmooth
We are left with a passenger yelling ‘Ziad!’ to our protagonist. He quickly retorts with ‘It’s Mr. Ziad!’.
Credits
Jan Leube |
Publicis Me/Dubai |
Regional Executive Creative Director |
Braden Deatcher |
Publicis Me/Dubai |
Senior English Copywriter |
Angelo Augustine |
Publicis ME/Dubai |
English Copywriter |
Sonny Guzman |
Publicis Me/Dubai |
Senior Art Director |
Kamel Zeitouny |
Publicis ME/Dubai |
Senior Arabic Copywriter |
Abdel Hamid Bekhettou |
Publicis ME/Dubai |
Senior Arabic Copywriter |
Maya Khammar |
Publicis Me/Dubai |
Client Services Director |
Teddy Abdelnour |
Publicis Me/Dubai |
Associate Account Director |
Lea Kerdy |
Publicis Me/Dubai |
Senior Account Executive |
Heba Kharouf |
Publicis Me/Dubai |
Producer |
Wassim Barbara |
Mec Dubai |
Senior Account Director |
Khaled Shehab |
MEC Dubai |
Business Director |
Aliya Hussain |
The Online Project |
Senior Account Director |