مستقبل ابنك يبدأ من قرارك اليوم
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
The friends' whisper, 'ترى ما هو بتاجر', voices the viewer's own suspicion and makes the payoff land as gossip, not a pitch: 'باختصار أبوه أخذ برنامج هدايا الأبناء'. The hero is the son, but the buyer is the father, who sees his decision paid out in a car, a watch and a wedding.
The big idea
A young man's new car and wedding raise the question every friend asks, how, and the answer is a plan his father bought for him.
The offer
Tawuniya's Children's Gifts program: protection, savings and investment for a child, with cashback, a chosen risk level and immediate protection.
Lines from the ad
أمّن مستقبلهم وسهّل بدايتهمSecure their future and ease their start
ترى ما هو بتاجرYou know he is not a merchant
باختصار أبوه أخذ برنامج هدايا الأبناء من التعاونيةIn short, his father took Tawuniya's Children's Gifts program
Steal this when
When a long-term financial product needs its far-off payoff shown as a scene the buyer can picture today.
The emotion
Written to Duty. It makes the Say move.
It names one act for a parent, enrol the child, and shows what it adds up to for a son the father is bound to: a car, a watch and a wedding.