Brand name in the line

The pattern

This film is filed under Brand name in the line.

Define

The name is a working word in the headline, not a logo parked underneath.

Mechanism

Inseparable line. If we drop the name, the sentence breaks. Memory stores the claim and the brand as one unit.

Verdict

The name can play as a verb, a pun, or a necessary noun, and we will repeat the line.

Why it works

The brand name means 'orders' in Arabic, so the Arabic line 'طلبات كل يوم' reads both as 'everyday orders' and as the app's name, and the English 'Your everyday, right away' carries the same idea for the bilingual audience. The scenes cover several kinds of day, office, street and home, so a launch spot introduces a range rather than one restaurant.

The big idea

talabat arrives in Egypt as the app for everything a day needs, from a meal to the groceries, delivered before the wait becomes a chore.

The offer

Download talabat, now in Egypt, for food, groceries and everyday essentials delivered to the door quickly and at low cost.

Lines from the ad

Your everyday, right away

talabat is now in Egypt

بأسرع وأوفر طريقة

In the fastest, most affordable way

Steal this when

When a brand name is an ordinary word in the market's language and a launch needs the name and the promise to land as one line.

The emotion

Written to Joy. It makes the Say move.

The logo stays on screen from the first frame and the orange bag appears where it would be, in a hand or at the door, as people light up on delivery.