2019 Winners & Shortlists

BURGER

BrandARABIAN AUTOMOBILES COMPANY INFINITI
Product/ServiceINFINITI QX50
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryCars & Automotive Products & Services
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production CLUSTER MUSIC Buenos Aires, ARGENTINA

Write a short summary of what happens in the radio advert.

In this radio, we hear the internal arguments we have with ourselves while we're driving alone. As the voice goes on, we can listen to the INFINITI VC-Turbo Engine responding to each sentence with more or less power.

Cultural/Context information for the jury.

Dubai is a car driven city. Most of the people are here for business; they usually have a busy life with a little time for their own. The driving time is the place where they have time to think for themselves. And of course, the mood of a person is reflected in the way they drive. In this case, the way they drive is also reflected in the way their VC-Turbo Engine behaves.

Provide the full radio advert script in English.

In the spot, we hear someone’s voice of conscience debating about a dilemma while driving, and how the VC-Turbo Engine responds to it. Conscience: YOU REALLY CAN’T WAIT TO GET YOUR HANDS ON THOSE BURGERS, RIGHT?! SFX: Engine revs up Conscience: BUT WAIT, WAIT, WAIT… DIDN’T YOU PROMISE YOU WOULDN’T DROP OUT OF THE DIET…? SFX: Engine revs down Conscience: C’MON… YOU CAN DO IT, RIGHT? TODAY IS CHEAT DAY… SFX: Engine revs up Conscience: BUT JENNA ASKED YOU TO DO THIS WITH HER… SFX: Engine revs down Conscience: OK, THIS LAST TIME… SFX: Engine revs up Conscience: UNLESS OF COURSE, THEY HAVE THAT BURGER FESTIVAL NEXT MONTH… SFX: Engine revs down Conscience: WELL, BY THEN YOU’VE PROBABLY STARTED AT THE GYM. SFX: Engine revs up ANCR: NEW INFINITI QX50 WITH ADAPTIVE VC TURBO ENGINE, THAT GIVES YOU POWER OR ECONOMY AS YOU NEED IT. A CAR THAT UNDERSTANDS YOU.

Credits

Name Company Role
Miguel Dianda MullenLowe MENA Creative Director
Marcelo Zylberberg MullenLowe MENA Copywriter
Rodrigo Nakaza MullenLowe MENA Art Director
Alfonso Arbós MullenLowe MENA Creative Director
Seif Kandil MullenLowe MENA Business Director
Nathalie Garino AW Rostomani Brand Director
Ahmad Shamesedin AW Rostomani Brand Manager

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