2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

‘Expect the Expected’ begins with a young Emirati boy pulling into an Emarat petrol station in 1981, the year Emarat was established. Throughout the 60-second spot, we watch as the boy grows up, has a family of his own, and finally makes his Father proud by becoming a pilot. We see the milestones of his life and the emotions shared between a family played out against the backdrop of a petrol forecourt, supporting the message that Emarat supports your journey through life. Replica vintage cars, petrol pumps and uniforms are used to evoke feelings of familiarity and nostalgia around visiting an Emarat station. The entire film is shot through the windscreen of a car, providing the audience with a unique view of the scenes that are unfolding on the screen and acting as a reinterpretation of the phrase ‘viewing life through a lens’.

Cultural / Context information for the jury

Expect the Expected was shot at multiple locations across Emarat’s Retail and Commercial services in the UAE to showcase the heritage of the brand and spark feelings of nostalgia amongst local Emirati residents. The film begins at the first Emarat petrol station in Clock Tower, Deira and ends at one of Emarat’s newest stores in Greyteesha, symbolising the passing of time and evolution of our main character. Production teams consulted Emarat’s archive library of photography and film footage to ensure set design accurately represented the heritage of the UAE over the past four decades. As a result, the film features many nostalgic cues that will resonate with the local audience who have grown up in the UAE, including real petrol pumps from the 1980s, pump attendant uniforms and a replica of the branded tissue boxes that were given out to customers in 1980s to further evoke familiarity and warmth.

Tell the jury anything relevant about the direction. Do not name the director.

Championing exciting local talent from the region, Emarat enlisted an acclaimed Emirati filmmaker to bring the brand’s rich heritage to life in film, using his own personal memories of growing up in the emirate to showcase how Emarat has supported journeys through life. The Director's vision for the film was to show the narrative of an individual’s life changing and evolving as he grows older and the familiarity and warmth of visiting an Emarat station providing a constant reassurance. This narrative supported Emarat’s vast experience in the UAE and it’s reliability to its residents. Feelings of nostalgia were evoked through set design and costume, with Mostafa pouring through the Emarat archives library to find iconic signage, uniforms and vehicles. The choice of dramatic music, close-up shots of facial expressions and tears slowly trickling down our character’s faces helped achieve the emotional connection with the brand that the Director sought.