Bechara Mouzannar
Chief Creative Officer at Publicis Communications Middle East
Beirut, Líbano
TituloI Say Arabi
Campanha I say Arabi
Anunciante Dish Network
Marca Dish Network
Data da primeira Transmissão/Publicação
Sector Empresarial Serviços de cabo/satélite
Filosofia 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. 
Tipo de Mídia Televisão
Chief Creative Officer
Regional Executive Creative Director
Director executivo criativo
Managing Diretor
Head of Communication
Senior Strategic Planner
Director criativo
Director de arte
Communication Supervisor
Jr. Communication Executive

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