We invented a character called Magdy. A likeable wanna-be-superstar that gets by in life with quirky DIY solutions. We decided to document his life and give our audience content they can share. Minimally branded from a branding perspective but highly branded from a brand message perspective. Because even a guy like Magdy know that when it comes to the bedroom, he can only trust the original.

The film was launched in waiting rooms of hospitals and clinics where a huge network of TV screen exists. A website was launched featuring the main character and bonus content as well as the main mockumentary.

The film created a huge impact in society. Our main character became something like a celebrity among Arabs (which is a huge accomplishment in our society, for example the actor of a competitor's ad was divorced after their ad aired, as he had lost his manhood in the eyes of his wife for advertising erectile dysfunction medicine).