Construction workers in Egypt show up to work and waste time. So our concept is built around a common Egyptian expression "(are you) just showing up to play?" playing on the idea that if you don't build with Garhy, it's just as risky as leaving your homes at the hands of workers who just want to have fun. Garhy's been dormant terms of visibility and top of mind awareness; it needed something to stand out from the clutter and make noise. After observation it was made obvious that the steel industry is dull in terms of communication. Steel manufacturers adopt similar themes; usually quite corporate and serious tones without room for creativity and fun leaving the consumer with a sea of similarity little differentiation. Adopting a playful approach in a seemingly monotonous and boring industry helped stand out and represent something fresh and fun in the mind of the consumer.

The commercial opens with a group of construction workers on site, doing anything but work. Its composed of various sequences showing construction workers playing around in a variety of manners; hula-hooping, fencing, using a makeshift jacuzzi. These men are not fit to work, let alone handle anything remotely as serious as working in a construction site. The humorous approach portrays the seriousness of the matter, concluding with the message that Garhy Steel is not a matter of fun but a matter of serious business.