2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film starts off on a husband on a sofa in the living room with his clearly frustrated wife shouting at him for something as he stares into the camera dreamily taking a bite of Chocolate Hohos with tropical music complimenting the dreamy feel, the voiceover claims that "when you take just one bite of Hohos chocolate, 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've just taken one bite of a Hohos chocolate."

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 realising 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.