Travel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation
FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement
FP7 McCANN Dubai, UNITED ARAB EMIRATES
PR
FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production
DÈJÁVU Dubai, UNITED ARAB EMIRATES
Additional Company
SILKROAD IMAGES Dubai, UNITED ARAB EMIRATES
Additional Company 2
MANGO JAM STUDIO Dubai, UNITED ARAB EMIRATES
Write a short summary of what happens in the film
"A groundbreaking spot." (Shoot Online)
"No other brand in the Middle East has addressed these cultural issues." (Arab News)
"Starts out like every Father's Day ad. Ends unlike any other Father's Day ad." (AdBasha)
This film, featuring real people, in their own homes (not actors in studios or sets), starts with a question: "What's the one thing you'd like to say on Father's Day?"
We see children share tributes, in what seems like yet another Father's Day film, until an unexpected rug pull reveals Home Centre doing something no other brand in the Middle East has ever braved doing, because of a deep-rooted cultural prejudice and taboo.
Shot across the Middle East, amidst COVID-19 lockdowns, the cast and locations in the film were selected remotely. And the 9 scenes (real people in real homes) were covered across 16 hours, over 2 days, with a negligible COVID-19 production budget of $25,000.
Cultural / Context information for the jury
Home Centre believes ‘every home has its own unique story to tell.’
But there was one story not being told across the Middle East.
According to Gallup, 15% of homes in the Middle East don’t have a father.
For context, Sub-Saharan Africa (32%), Latin America (30%), US/Canada (19%) are the only regions ahead. The global average is 13%.
Yet, single moms, remain a cultural taboo in Arab society, often, seen as having failed at being good wives to their husbands, or worse.
Resultantly, they are NEVER shown in advertising in the Middle East.
Home Centre challenged that taboo, by becoming the first brand in the Middle East to ever speak about and show single moms.
It's worth noting this film was shot with a $25,000 production budget (with budget freezes in the retail category) and was filmed amidst hard lockdowns and curfews, in real homes, of real single moms.