2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film opens on a hospital room with a doctor checking on Tarek, a boy that underwent a severe accident because of the bandages covering his body. We then see his uncle walk in and greet everyone; Tarek, the family and the doctor. He starts commenting on how nice the room is; he spots our product and claims that this must be a 5-star hospital because of our AC. Later he brags about building the AC and exaggerates to the point that he gets protective over our product. He gets emotional so he starts belittling everything; the hospital, the doctor and the situation his nephew is in by turning the focus on our AC and its features, while claiming that he’s the engineer who built it. Cut to VO at the end: The AC is ours, but the Engineer (uncle) isn’t… Technology anyone would like to show off with.

Cultural / Context information for the jury

Bragging and exaggerating are two traits that are far more common amongst Egyptians than they should be. The creative concept of this ad was built on a true cultural insight, which is that we Egyptians tend to add spices to our stories and exaggerate to the point that we seem like hoaxers. In addition, almost every family in Egypt has this uncle/aunt who is a know-it-all and doesn’t stop talking about topics that are irrelevant to the moment. Our hero in the ad, the uncle, was a representation of the typical Egyptian family member that babbles with no limit, brags and takes exaggeration to a whole new level. He was basically a vehicle carrying some evident Egyptian cultural traits to show off our product.