 |
Tv
Cib: The Song Says It All
CIB is a well-established local bank with deep roots in Egypt and a strong reputation for trust and reliability. Now, it’s launching a new card called “Swipe” — a smart, flexible way to pay in installments for almost anything. The concept is simple: make installment easy, accessible, and effortless, just like an old friend who makes things simple. To connect with an audience aged 40 and above — a generation shaped by the pop culture of the ‘80s — the campaign brings back three nostalgic celebrities known for their iconic songs. These lyrics have become so deeply ingrained in people’s memory that in our execution, every time someone meets one of these stars in real life, they naturally speak to them using lines from their old songs. It’s funny, emotional, and instantly relatable. We rewrote and adapted the lyrics slightly to fit modern everyday situations — a creative challenge, especially with rights and flow — but the result is a fresh, playful script that hits both culturally and emotionally. The campaign’s title, “Esmo Sahli” (which sounds like “Esmo Sam‘ali,” a famous Egyptian song), adds a final nostalgic wink — simple, familiar, and instantly catchy.
Latest for CIB Directed @by______amrhaddad______ written by Amr Haddad & @hakeemkamal_ @yasserseif @kerdanii creative partners♥️CIB Swype Credits: Related |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
