Dish Network - "I Say Arabi"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Líbano

Prêmios

7203

Marca: Dish Network
País: Líbano

Anunciante: Dish Network

Titulo	I Say Arabi
Agência	H&C Leo Burnett Beirut
Campanha	I say Arabi
Anunciante	Dish Network
Marca	Dish Network
Data da primeira Transmissão/Publicação	2016
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
Comprimento	158 seconds
Produtora	Black Rhino
Chief Creative Officer	Bechara Mouzannar
Regional Executive Creative Director	Malek Ghorayeb
Director executivo criativo	Areej Mahmoud
Managing Diretor	Nada Abi Saleh
Head of Communication	Peter Mouracadde
Senior Strategic Planner	Youmna El-Asmar
Director criativo	Rana Najjar
Director de arte	Marc Maftoum
Communication Supervisor	Samer Makarem
Jr. Communication Executive	Farah Dagher