Bechara Mouzannar
Former CCO Publicis Communications MEA/Leo Burnett MEA. at Unbranded
Beirut, Libanon
TitelI Say Arabi
Agentur
Kampagne I say Arabi
Werbende Dish Network
Marke Dish Network
Datum der ersten Ausstrahlung/Veröffentlichung 2016
Geschäftsbereich Dienste für Ferngespräche
Philosophie To address the generational and cultural gap, we created a piece of entertainment through the important usage of Arabic language and popular western hip-hop musical genre. The idea was to highlight the culture clash within an Arab-American family with the use of distinct cultural iconography and styles. The film begins with a cliché Arab-American dad who enters his teenager’s room; it’s a mess, with no signs of Arabic roots. The dad asks his son to put his video-game down and join the family in the TV-room to spend quality time together. Unconvinced, the son answers in an ill-mannered way with a harsh American accent. Deceived, his dad leaves the room and the teenager falls into a dream-sequence of Arabic rap-battle with his father. The rest is a surreal music video, with all scenes and interiors reworked in the kids’ subconscious. Throughout the film, pronunciation of traditional Arabic foods are used as a test of how in culturally In-touch he is. It ends with the teenager waking up in the same position as he fell asleep, as though he just experienced a revelation. He joins his parents in the TV-room and speaks to them in his mother-tongue, leaving them in awe. 
Medientyp Fernsehen
Länge
Produktionsfirma
Chief Creative Officer
Regional Executive Creative Director
Executive Creative Director
Geschäftsführer
Head of Communication
Senior Strategic Planner
Creative Director
Art Director
Communication Supervisor
Jr. Communication Executive

An diesem Projekt beteiligte Leute

Könnte Ihnen auch gefallen...

Im Trend

Ein kostenloses Talentprofil erstellen Mitglied von AdForum werden

Los geht's