2020/2021 Winners & Shortlists

CARE FOR THE ELDERLY

BrandGULF HEALTH COUNCIL - SALAMATAK
Product/ServiceHEALTHCARE | WELLNESS (PUBLIC HEALTH AND AWARENESS)
EntrantTELFAZ11 Riyadh, SAUDI ARABIA
CategoryDirection
Idea Creation TELFAZ11 Riyadh, SAUDI ARABIA
Production TELFAZ11 Riyadh, SAUDI ARABIA
Additional Company TELFAZ11 Riyadh, SAUDI ARABIA

Write a short summary of what happens in the film

We start the film with our main character, uncle Saleh, along with his three sons Ali, Mohammed, and Tamim, meeting their brother in-law, Abo Suliman, after his honeymoon with their sister. We notice that Abo Suliman is trying too hard to take care of the elderly father by offering unsolicited help that seems to upset the father and makes him feel incapable. The eldest son, Ali, starts explaining the situation to the viewers and tells us that the best way to help their elderly is by enabling them, and empowering them to live independently, rather than serving them 24/7 and creating a dependency that handicaps them in the long run. Ali takes us through a myriad of situations and contexts and shares precise and on-point advice on how to give the elderly the independence they need and to tap into the wealth of knowledge and experiences they have.

Cultural / Context information for the jury

The social makeup of gulf societies still revolves around the nuclear family, and given the strong familial bonds between offspring and their parents in the region, a toxic kind of relationship, albeit with good intentions, has evolved in various households, where the parents are made to feel like a burden, or even like a child, due to the excessive hand holding and unsolicited care and help, rendering a toxic codependency that results in resentment. A grassroot counter-movement of the enablement and empowerment of the elderly has started in recent years. This film packages all the advice and tips from this progressive movement into an entertaining lighthearted film.

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

The director uses quick cuts, chaotic intersecting dialogue, and contextual music and sound effects to convey the feeling of an elderly father lost in the middle of unsolicited insistent help, inconsiderate comments, and the fast paced nature of modern life. Furthermore, the director uses the technique of breaking the fourth wall in order to deliver the punch line of every contextual setup, to ensure the effectiveness of the messages communicated.

Credits

Name Company Role
Mohammed Algarawi Telfaz11 Creative Director and Writer
Mujahed Aljumaiah Telfaz11 Executive Producer
Hamad Alnajjar Telfaz11 Producer
Nizar Alqandi Telfaz11 Director
Abdulrazzaq Alseraia Telfaz11 Director Of Photography
Salah Zamani Telfaz11 Art Director
Links
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