فزعتنا.. منتج وطني | رمضان ٢٠١٧
The pattern
This film is filed under Story lead.
Define
The piece opens inside a scene. The reader is already in the situation before the offer appears.
Mechanism
A specific person, place, or moment earns the right to sell. The offer arrives as the next beat, not as an interruption.
Verdict
The buyer must feel the problem before they will hear the offer
Why it works
The comedy runs on a mishearing: a boy hears that Auntie Fawzia is 'مسكينة' because her trip was cancelled, decides she is poor, and promises 'بخلي عيال الكويت كلهم يساعدونك'. Adults following a child with boxes in hand make generosity look like the neighbourhood's reflex rather than a charity drive. The line 'منتج وطني' then claims that reflex as Kuwaiti, and وطني is also the word Kuwaitis use for the bank.
The big idea
Kuwaiti fazaa, rushing to help whoever needs it, is shown through a boy who rallies a neighbourhood on a misheard rumour, and claimed as a 'منتج وطني', a national product.
Lines from the ad
بخلي عيال الكويت كلهم يساعدونكI will get all of Kuwait's youth to help you
سمعتي عن فوزية؟ مسكينة تكنسلت سفرتهاDid you hear about Fawzia? Poor thing, her trip got cancelled
Steal this when
When a brand wants to own a trait its country is proud of, and a funny, specific story can show the trait instead of praising it.
The emotion
Written to Belonging. It makes the Say move.
It joins a custom Kuwaitis already claim, fazaa for a neighbour, in Kuwaiti dialect, and the 'منتج وطني' pun means only this bank could sign it.