A couple, in a car, argues about where to go while the woman drives.

The man asks the GPS to go to Lucky Clover, a sports bar. The woman prefers a romantic outing, so jumps in and commands GPS to Little Italy restaurant instead. There is banter back & forth, as they continue to debate their destination, each time tapping on GPS and changing the destination.

Meanwhile, we cut to Mr GPS himself, in a control room, getting overwhelmed as he tries to figure out the directions on maps. He decides he's had enough, puts down his headphones, and goes for a KitKat break.

Reliance on technology in the Middle East is amongst the highest in the world. In the UAE, the number of mobile connections (January 2021) was equivalent to 171.6% of the total population!

The overall context of our campaign was a jab at the fact that maybe, technology needs a break from us. We then created stories around universal truths. In this case: a couple arguing about where to go (if you know, you know...) and overwhelming GPS.