تطورنا منا ولكم، ومارح نوقف هني! طلبات معاكم بكل مراحل حياتكم
The pattern
This film is filed under Curiosity gap.
Define
A missing piece is named but not filled, so the reader has to continue to close the loop.
Mechanism
Incomplete pattern. Attention is the itch. The next line is the scratch. The gap is a debt we must pay.
Verdict
The following sentence can pay off the gap with a fact, a name, or a mechanism
Why it works
It opens on a rotary telephone that younger viewers would not know how to use, then lists changes any Kuwaiti household can confirm: cars, looks, dialect, haircuts, how food is served, family gatherings. The turn 'بس لحظة، ما لاحظتوا شي؟' makes the viewer look back over the film before talabat answers that it changed too, from them and for them. Closing with a greeting to Kuwait sets the brand's own update inside the country's story.
The big idea
Everything in Kuwait has changed, from phones and cars to dialect and haircuts, and talabat counts itself among those changes, made by and for its customers.
Lines from the ad
ما رح نوقف هنيWe won't stop here
كل شي تطورEverything has evolved
ما لاحظتوا شي؟Didn't you notice something?
Steal this when
When a long-standing brand has changed and wants customers to read the change as growing up alongside them, not as a corporate decision.
The emotion
Written to Nostalgia. It does neither clearly.
The rotary phone and old photograph reach back to an earlier Kuwait, but the ad never says what talabat now does for the viewer beyond having changed.