Falafel or Falefil? Shawarma or Shawrma? Why not both, asks Dish Network Arabic TV’s latest ad commercial ‘I Say Arabi’. Using humor and music as its key ingredients, Dish has created the campaign to sell a combination package that includes both Arabic and American TV channels.
The commercial begins with a father asking his son to stop playing a video game and join the family in the TV room to spend some time together. After initially disagreeing to do so, the son falls into a dream sequence of hip hop rap with his father. The ‘Arabi’ rap that makes most part of the commercial is reflective of the co-existence of Arabic and western culture, most typically in the younger audiences – a sizable portion of whom have ventured out of home for education and other reasons to other countries. With Arabs moving abroad and adapting the Western culture, the commercial attempts to bring out nuances that separate the two generations and its impact on the culture.
The final product, the choice of cast and the finesse with which the ad has been created makes it a campaign that can be watched again and will appeal to a certain set of audiences.
CREDIT
Client: Dish Network
Agency: Leo Burnett Beirut
Executive Creative Director: Areej Mahmoud
Head of communications: Peter Mouraccade
Creative Director: Rana Najjar
Associate Planning Director: Youmna El-Asmar
Communication Manager: Samer Makarem
Senior art director: Mark Maftoum
Copywriter: Andrew Assi
Digital planner: Philippe Araman
Lyrics, composition, performance and recording Nasser Shorbaji
Video production: Black Rhino
Executive producer: Michel Harb
Director: Wissam Smayra
