GOOGLE AREF DIARIES | HOW TO TIE A TIE
Brand | GOOGLE |
Product/Service | GOOGLE |
Entrant | ELEPHANT Cairo, EGYPT |
Category | Casting |
Idea Creation
|
ELEPHANT Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
Filmed vertically in a TikTok-style tutorial, the film opens up on our protagonist in front of a mannequin with a tie around its neck explaining how to tie a tie to us, his fans. Quickly we realise that our protagonist has no idea what he's doing and basically just says, "depending on if you want the small knot or the big one...you just need to tug it down more depending on your preference." A visual of a phone appears Googling "how to tie a tie" followed by all the results with a voiceover asking, "want to know how to do anything? Ask Google."
Cultural / Context information for the jury
For this series of copies, we start off with our protagonist claiming to show his fans how to do something but we quickly notice he's obviously showing a completely wrong way to do it. This is a very cultural thing in Egypt where very few people will tell you they don't know the answer to something and will instead proceed to explain something to you they know nothing about. The term in Arabic is "fahlawa" which would be considered a verb, the protagonist here is a "fahlawee". Both words pronounced with a soft H, not the harsh Arabic H.
Credits
Mohamed Fathy |
Good People |
Creative and Director |
Ahmed Tahoun |
Free Lancer |
DOP |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Producer |
Omar Khalil |
Good People |
Producer |
Ahmed Tarabily |
Good People |
Editor |
Mahmoud Ali |
Freelancer |
Colorist |
Mahmoud Ali |
Freelancer |
Colorist |
Rime El-Sisi |
Elephant |
Account Manager |
Nada Kamel |
Elephant |
GM |
Dina Barakat |
Google |
Consumer Marketing Manager |
Najeeb Jarrar |
Google |
Head of Consumer Marketing MENA, Google |
Howaida Wagdy |
Good People |
styilist |