Cannes Lions

Italy didn't make it

TNA, Cairo / HYUNDAI / 2018

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Overview

Description

The campaign developed its own Arabic version of the once highly popular Italian song “L’Italiano lasciatemi cantare” which originally boasted Italian pride, only this time, the song pokes fun at Italy’s misfortune of not making it to the competition. The campaign certainly features a uniquely comical approach to support the Egyptian National Team.

Hyundai cleverly separates itself from the pack, adopting a different approach to celebration; by highlighting another’s team’s misfortune. What makes this ad even more special is the nostalgic, yet funny, mood the ad sets; focusing on sulking Italians singing in dark allies about their missed shot. Suffice to say, this ad is inherently different than anything else in the

current mix.

Execution

What better way there is than getting Italian countrymen who missed qualifying to the World Cup, singing with sorrow, and making sure that Egyptians do not take this World Cup for granted. Italians sang in broken Arabic about their misery and how football has no master even to one of the biggest teams in the annals of this tournament.

Outcome

The campaign had a huge buzz with the fans. Since it was aired it got 5.5 million views, 6.3 thousand likes and 1.8 thousand comments.

The campaign had a huge impact on the market and was able to increase the sales during the 2 months period it was in.

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