2020/2021 Winners & Shortlists

MG5 EASY TO BUY .. HARD TO BELIEVE WHAT IT HAS.

BrandMG MOTOR
Product/ServiceMG5
EntrantDDB EGYPT Cairo, EGYPT
CategoryDurable Consumer Goods including Automotive
Idea Creation DDB EGYPT Cairo, EGYPT
Production BIGFOOT FILMS Cairo, EGYPT

Write a short summary of what happens in the film

Our film shows a brand new MG5 pulling up in a gas station, the owner gets out to grab something while his three friends stay in the car, a soon as he leaves they start to wonder how could he afford such a luxurious car, cause what’s more fishy than sudden wealth? Every time they lay their eyes on one of the car’s impressive features they start making assumptions of how he got the car and accuse him of illicit gain like “his dad must be a mobster”, “he must have found himself a sugar mama”, as soon as he comes back they stop and start hyping him up and congratulating him on the new car. Closing with the tagline “Make Them Wonder” and the surprisingly low price of the car on screen.

Cultural / Context information for the jury

Egyptians are known to jump into conclusions whenever someone buys something expensive especially when that thing is out of the league of what they can afford, always making assumptions and accusing the person of illicit gain, we used that insight in our favor by creating a film showcasing a situation familiar to all Egyptians; the talk behind someone’s back when they buy something expensive.

Credits

Name Company Role
Basel El Deeb DDB Egypt Managing Partner
Ahmed Hamdalla DDB Egypt Creative Director and Director
Sherif Doss DDB Worldwide Associate Creative Director and Director
Begad Hassan DDB Egypt Art Director
Mahmoud Gahalla DDB Egypt Copywriter
Alaa Din DDB Egypt Copywriter
Dalia Khairy DDB Egypt Account Director
Karim Abou Eldahab DDB Worldwide Account Manager
Heba Ibrahim DDB Worldwide Account Manager
Links
Social Media URL