Problem-agitate-solve

The pattern

This film is filed under Problem-agitate-solve.

Define

Name the problem, make the cost of leaving it felt, then present the way out as relief.

Mechanism

Tension then release. The offer is not an interruption. It is the only door once the cost of staying is clear.

Verdict

The problem is known but not yet urgent

Why it works

The spot spends most of its 17 seconds on the woman's frown, so the viewer recognises the irritation of a device that will not cooperate before any product appears. The white card تفادي هكذا مواقف then names the situation rather than the phone, and the voice turns it straight into a shopping instruction ending in فقط من إكسترا.

The big idea

An outdated phone turns an ordinary kitchen moment into a small struggle, and the fix is a newer device from eXtra.

The offer

Shop the latest mobiles and laptops at eXtra, in store or at extra.com.

Lines from the ad

تفادي هكذا مواقف وتسوق أحدث الموبايلات وأجهزة اللابتوب فقط من إكسترا

Avoid moments like these and shop the latest mobiles and laptops, only from eXtra

Steal this when

When a retailer wants to sell upgrades by showing the small daily annoyance of an old device rather than the features of a new one.

The emotion

Written to Frustration. It does neither clearly.

It shows the wall of an old phone that will not cooperate and offers a route, a newer device, but never says what the new one does differently.