Cannes Lions

HYUNDAI SERVICE

TAREK NOUR ADVERTISING (TNA), Cairo / GHABBOUR AUTO / 2011

Overview

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Credits

Overview

Description

Egyptians that cannot afford to buy a car, like to assemble their cars from a lot of different parts, getting the motor from one car and the mirrors from another and so on, attempting to get the best parts from everywhere and it doesn’t cost a lot, and finally they add brand logos such as Mercedes & BMW. This is so as to uplift their image. Thus we had formulated a story called ‘don’t try to be a wise guy’. We built a character called Hindawi, This character is the epitome of a man who is based on knockoffs; always wanting to get the best deal, the better offer, actually he wants to be a Hyundai guy. He actually believes his car is a Hyundai car and is attempting to get the Hyundai benefits. We see Hindawi the character trying to always get the benefit of Hyundai such as Resale value, spare parts, service centers, and the model range. All the situations are humorious and built on Egyptian insights of this character who is always trying to become a wise guy in getting the best.

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