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 seems to have 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. The uncle proceeds by talking about our AC, completely ignoring the fact that Tarek just endured an accident. The uncle goes on and on about the technological advancement of our product and rants about it in a showy way. He asks Tarek and the doctor questions, in which they think they’re about Tarek’s wellbeing; however, he’s asking about our product. Everyone’s left confused about the uncle’s behavior, yet nothing’s stopping him from bragging and talking about himself as our AC’s engineer. 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.