No other event on earth can hold a candle (or a torch for that matter) to the Olympics when it comes to drumming up worldwide excitement. 2012 is a particularly special year for Egypt whose National Football Team will compete in the Olympics for the first time in 20 years. In a recently launched TV spot for Vodafone, JWT Cairo features the team and tells their unique story of perseverance.
News of the team’s Olympic qualification has lifted Egyptian national pride. With support from Vodafone, the team’s official sponsor, the players will finally step into the bright lights of the Games. The one-minute spot depicts the team’s confidence, persistence, determination, and final victory despite all odds and urges the viewers, “Don’t let anything stop you.”
The commercial stars Mahmoud El Khateeb, arguably one of Egypt’s best football players. As a respected and well-trusted figure among Egyptians, Khateeb has helped enhance the campaign’s overall appeal and brand message credibility. And in case his familiar face and strength didn’t get your attention, the soaring score is sure to make your heart race.
Award-winning English composer, Jonathan Goldstein, sets an equally powerful backdrop. Goldstein, who has worked with well-known directors including Sir Trevor Nunn, Sir Peter Hall, and Martin Scorsese, has also worked extensively for leading agencies in the UK and USA.
Vodafone’s “Let Nothing Stop You” communication platform kicked off earlier this year featuring beloved Egyptian singer, Mohamed Mounir. The latest spot continues to build on the campaign’s rolling momentum and opens up broad consumer appeal through the game of football – a sport many Egyptians feel more than a little passionate about. The Olympic football spot also launched during Ramadan, the advertising peak in the Arab world, when consumers are most receptive to communication.
We look forward to watching the Egyptian team in the coming weeks!
AGENCY: JWT Cairo
PRODUCTION COMPANY: Knucklehead
DIRECTOR: The Dempseys
POST-PRODUCTION: The Mill, London
MUSIC: Johnathan Goldstein