Brand | SAUDI TELECOM COMPANY |
Product/Service | 'TUBY' VIDEO APP FOR KIDS |
Entrant | J. WALTER THOMPSON Riyadh, SAUDI ARABIA |
Category | Use of Radio / Audio as a Medium |
Idea Creation
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Media Placement
|
UM MENA Riyadh, SAUDI ARABIA
|
Write a short summary of what happens in the radio advert.
For the first time ever, a radio commercial that sounds different depending on your age. While we hear a bold and daring message about adult content found on the internet, teenagers and kids are annoyed by a shrill-sounding frequency that overpowers the announcement. This results in a radio commercial that keeps younger ones protected from the unwanted content. Quite like the service itself.
Cultural/Context information for the jury.
Saudi Arabia is a deeply religious and conservative society. Many attitudes and traditions are centuries-old, derived from Arab civilizations and Islamic heritage. To put it in context, women in Saudi Arabia have only recently been allowed to drive. And in this society, internet pornography, violent videos and other unsuitable content are easily available and accessible at just a click. This content is deemed unethical in the country especially for curious teenagers and children.
Provide the full radio advert script in English.
BLUE WHALE
This ad has been designed to protect your kids.
To you, the Blue Whale is simply the world’s largest animal.
But if your kids dive a little deeper on the internet, they’ll discover a dangerous online challenge that could take their lives.
Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected.
Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear.
PORNOGRAPHY
This ad has been designed to protect your kids.
These days online pornography has become so easily available, chances are your kids will see it before they even know how to spell it.
Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected.
Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear.
CHEMISTRY EXPERIMENT
This ad has been designed to protect your kids.
“Insane chemistry experiment”.
That is the innocent title, bomb making videos are often given online.
With just a few clicks, your child could learn how to turn household items into deadly explosives.
Download the new Tuby app from STC. Select the genre of content you want them to watch and keep them protected.
Just like we’ve done by playing a frequency like this … throughout the ad which was all they could hear.
Credits
Chafic Haddad |
J.Walter Thompson |
Chief Creative Operations Officer |
Rayyan Aoun |
J.Walter Thompson |
Executive Creative Director |
Shine KM |
J.Walter Thompson |
Associate Creative Director |
Vishal Munyal |
J.Walter Thompson |
Associate Creative Director |
Joe Aboudaher |
J.Walter Thompson |
Head of TV Production KSA |
Jad Haddad |
J.Walter Thompson |
Associate Business director |
Ziad Rayes |
J.Walter Thompson |
Account Director |
Dana Alkutoubi |
J.Walter Thompson |
Head of Strategic Planning KSA |
Ahmed Alsahhaf |
Saudi Telecom Company |
GM Marketing & Communications |
Faisal Alsaad |
Saudi Telecom Company |
Traditional Media Director |
Eardrum |
Eardrum |
production house |
Ralph van Dijk |
Eardrum |
Director |
Jessie Williams |
Eardrum |
Producer |
Abby Sie & Myles Lowe |
Eardrum |
Sound Engineer |
View Script