2019 Winners & Shortlists

Write a short summary of what happens in the film.

The film starts with Mo Salah walking in an empty, spacious hangar. The camera follows his steps as we start hearing the script. It doesn’t glorify him but questions his status and success, goading him, reminding him he has miles to go. We see him battle shadows and his shoes turn gold, we see him on his knees in a moment of defeat, that he overcomes as he stands tall and becomes a force with spinning balls gravitating towards him like planets towards a sun. The film ends as a statue erects in his image showing him his final destination, a road to glory, as he turns with a satisfied smile as if welcoming his possible future, and enters a sleek black car, symbolizing that Uber is with him all the way

Cultural/Context information for the jury

Salah was over used in most brands’ communications, which made Egyptians feel he was being too commercialized. But Uber decided to use him in a different way that didn’t glorify him or take an emotional approach. Other bands used his family and his hometown, but Uber’s film told him he had done nothing yet and he had miles to go. The script subtly used references of incidents that happened to him like when he was rejected by a very popular team in Egypt, but he kept going and he made it internationally, and when he was literally on his knees in defeat in the game that qualified Egypt to the world cup finals, but stood up and showed the world that he could become one of the greats, getting one of the most memorable scores in Egyptian history that took the country to the world cup.

Provide the full film script in English.

You’re not there yet You’ve still got a long way to go. Here’s to the best player in Africa The best in England And the record scorer But you want more And if they stand in your way Then they definitely don’t know your name Remember when they said you weren’t good enough for the big league? But now the big league isn’t big enough for you Break more records And break the record breakers hearts This isn’t the end re-write… the history of football. So where to next? You’re the Egyptian king And nobody can dethrone you. When you stand, you stand tall. Because even those who don’t know a thing about football… Sure as hell know about Salah. You’ve come a long way… So, finish the road to glory UBER We’re with you all the way