If there was anything that Egypt needed before the 25th of January revolution, it was “optimism”. Thus, when etisalat wanted to re-launch its new platform a few months before the revolution, we decided to go for optimism. This was portrayed in a TV campaign that illustrates a series of reasons-to-believe from the day etisalat hit the market. To portray how edgy we intended to be we said it out loud in the ad that we were accused of being “crazy”, which is not a usual verbatim a client in the Middle East would use to describe himself. Also, to show that miracles exist, a mix of hard-to-gather top celebrities were endorsed in the copy. People loved and imitated the campaign though many viral channels including sms, spoofs, especially political ones.