2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film starts off on a teenage guy and his clearly indulged and not focus, while the waiter is trying to clean off the table. They both collide while the guys seems to be in a totally different world as he happily closes his eyes dreamily taking a bite of Hohos with tropical music complimenting the dreamy feel, the voiceover claims that "when you eat the new chocolate flavored Hohos, you'll feel like..." followed by a hazy transition that suggests we'll see a completely different and more relaxing scene. The hazy transition fades away to reveal we're still in the same scene as the voiceover continues explaining that you'll feel like, "you're eating the new chocolate-flavoured Hohos."

Cultural / Context information for the jury

Consumers in Egypt have become very astute in how they consume advertising and they make their voices heard about what they do and don't like. With more and more consumers realizing that brands are more often than not selling a false or inflated narrative, not including a cutaway to a different tropical scene/location handed the consumers a realistic look at what the product has to offer.