The music video features a bunch of old time, devout, Egyptian football fans singing in melancholic agony. Why? Because their team hasn't qualified for the World Cup in the last 28 years. Now, these senior fans, watching from intensive care units and in between popping meds, have one wish only, to see their team play in the World Cup one final time! The darkly comedic musical is a dedication to the national team; a plea and a threat all at the same time. The message: It's Now or Never!

Our music video is a dark comedy, one that clearly depicts the pathetic circumstances of Egyptian football upon entering the World Cup qualifiers. Launching on national TV a few weeks before the pivotal qualifier matches, the film managed to address a sensitive topic in an unconventional way. It said what every Egyptian football fan was dying to say. Acting as a national request, but also as a tongue in cheek threat to the national team, the music video gave an ultimatum.

An obvious contrast of mood, lighting and utter loneliness, with the quirks and subtleties of absurdity and hopelessness. It’s dark, but utterly funny in its treatment. It’s grim but desperately silly. The video helps create a fine balance between a devastated world of old fans and their lame, comic threat to the national team.

With no mega star athletes, our campaign managed to stir a controversy and hijack the conversation of Egyptian football. National papers wrote about the ad, fans' attentions were all drawn towards the content, and even our ministers were debating the position of the brand and the campaign. All of a sudden, Orange was part of Egyptian pop culture, part of the conversation, part of the heat, and part of the football passion that would ultimately lead our team to make it in the qualifiers, and for the first time in 28 years, play in Russia during the upcoming games