Brand | ABOU GHALY MOTORS |
Product/Service | SUBARU XV |
Entrant | TNA Cairo, EGYPT |
Category | Script |
Idea Creation
|
TNA Cairo, EGYPT
|
Media Placement
|
TNM Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
A man is in his Subaru XV, and sees a big hill in front of him. He doesn’t know what to do until all of a sudden the seat next to him transforms into the head of Captain Sherif... a famous loud and brash bodybuilding celebrity in Egypt. Captian Sherif assures him in the loudest voice possible, that he can go crazy in the Subaru XV because it’s got all wheel drive!
When the car is about the crash it suddenly stops... and Zahra’s head appears from the dashboard. Zahra is the Morgan Freeman of Egypt. The wisest man in the room.
He confirms that the car stopped because he used the sensory system because he’s the ‘brains’ of the XV... and looks at brawn in disgust.
In short, it’s a film showcasing the brains and brawn of the Subaru XV through comedy.
Cultural / Context information for the jury
Our main challenge is that our brand was a new entrant to the Egyptian market holding little to no equity within the minds of our audiences, primarily due to the lack of prior knowledge and exposure to Subaru. Our following challenge was that our brand was a highly functional product, despite earning a variety of safety accolades (one of the most globally trusted brands) it was absent of emotional triggers; it lacked sex appeal.
From there we unveiled the insight that it was time to move from highlighting (functional) attributes to highlighting emotion; changing the narrative of the brand. We needed to pair brand assets with our consumers needs in a conversation that is relevant to them by correlating trust and peace of mind with the Subaru brand. We paralleled Subaru’s core DNA of superior safety and functional packaging with an emotional customer centric narrative that resonates.
Provide the full film script in English.
Driver: What the hill, what do I do now?
Brawn: Pedal to the metal pedal to the metal
Driver: You sure?
Brawn: You’re all wheel drive, kiddo! FIRE.
Driver: ALL WHEEL DRIVEE
Brawn: NO TURNING BACK
Brawn: We’re crashing we’re crashing
Brains: I could smell your adrenaline from here so
I used the Eye Sight to prevent collision
Brawn: OMG DUNES
Brains: Why don’t you talk sense to him?
Brawn: No I’m blowing his fire
FIRE FIREE
Brains: Idiots
Credits
Basel El Deeb |
Tarek Nour Advertising |
Managing Partner-Head of Communication Services |
Ahmed Hamdallah |
Tarek Nour Advertising |
Creative Director |
Sherif Doss |
Tarek Nour Advertising |
ECD |
Mohamed Gaber |
Tarek Nour |
Creative Senior Art Director |
Bashar Galal |
Tarek Nour Advertising |
Creative art director |
Omar El Zohairy |
Good People |
Director |
Noura El Khatib |
Good People |
Producer |
Rula El Kaliouby |
DDB Egypt |
Head of Strategy |
Baher Rashid |
Circle |
Editor |
Hazem El Saadani |
Tarek Nour Advertising |
Managing Director |
Mai El-Attar |
Tarek Nour Advertising |
Business Director |
Sara Sherif |
Tarek Nour Advertising |
Senior Account Executive |
Nada Kamel |
NA |
Assistant Editor |
Hosni Aly |
NA |
Sound design and mixing |
Khaled Zaki |
Good People |
Executive Producer |
Shaimaa Hassan |
Good People |
Line Producer |
Farah El Sayed |
Good People |
Stylist |
Belal Hibri |
Good People |
Editor |