سر التونة عافية
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 campaign name promises a secret, 'سر التونة', and the news format makes the launch feel like a headline. The anchors raise the obvious doubt, an oil company making tuna, and the answer turns it around, 'من زان زيته زانت تونته', so the brand's oil history becomes the secret that closes the gap.
The big idea
Afia's new tuna is sold as a secret with a one-word answer: the oil, the thing the brand has made for more than 45 years.
The offer
New Afia tuna, from top-grade tuna fish packed in Afia oil.
The proof
A number: more than 45 years of expertise behind the oil the tuna is packed in.
Lines from the ad
تونة عافية السر في الزيت السر في عافيةAfia Tuna: the secret is in the oil, the secret is in Afia
الدراسات تقول من زان زيته زانت تونتهStudies say when the oil is good, the tuna is good
لا تسأل عن التونة بس، اسأل عن الزيتDon't just ask about the tuna, ask about the oil
Steal this when
When a new product from a known brand can be teased as a secret whose answer is the brand's existing strength.
The emotion
Written to Trust. It makes the Say move.
It asks for trust in a new product by pointing to something kept over years, more than 45 years of Afia oil, rather than asking for faith in an unknown tuna.