Samy Maghawry Champions the Natural Taste of Avanti Cheese on OOH
In this OOH campaign in Cairo, Avanti doubles down on something far more strategic-familiarity. The new campaign featuring Egyptian actor Samy Maghawry leans into humor, and cements Avanti as not a product you discover but one you already trust.
From Khaled Khoshala for Industry & Trading, Maghawry appears as a recurring character-relaxed, slightly amused, holding Avanti's products with the casual confidence of a person who's used them long before the billboard went up. There's no dramatic styling or overworked set design. Instead, the food and beverages campaign borrows from everyday Egyptian archetypes: the uncle, the neighbour, the man who knows what he likes and doesn't feel the need to explain it.
This is where the humor drops. The Arabic copy plays to naturalness and ease, echoing Avanti's long-standing positioning as a dependable, no-fuss staple. The joke isn't "look how funny this is," but rather "you know this guy." That recognition does the heavy lifting.
Choosing Samy Maghawry feels intentional rather than celebrity-led. He’s not aspirational in the traditional sense; rather, he’s familiar, trusted, and deeply embedded in Egypt’s collective pop culture memory. It's credibility without trying to sell it. For a brand that's built around dairy and olive oil products tied intrinsically to routine, family kitchens, and generational habits, this casting goes hand in hand with Avanti's persona.
Visually, the repetition across formats reinforces that sense of reliability. Whether stacked on highways or set out in a line along major roads, the billboards maintain a similar tone: warm lighting, straightforward framing, and an almost conversational relationship with the viewer. There's nothing hasty or seasonal. Rather, this campaign suggests continuity: Avanti as an unchanging element in a world in motion.
Avanti underpins the campaign with humour that feels personal and characters that feel real. Core promise: quality fitting naturally into everyday life.
Want to learn more about Avanti’s campaign? Check out MOOH, the Media Intelligence Company specializing in OOH advertising in Egypt and the Emirates.
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