Samsung Stops Cairo in Its Tracks And Ahmed El-Ghandour Says It All
When Samsung’s OLED hits Cairo’s billboards and Ahmed El-Ghandour is caught mid-shock, the city doesn’t just pass by, it reacts.
As the advertisement soars over the city on billboards stacked one on top of the next, the ad looks more like a moment frozen in time and space than a typical advertisement. The first panel hits the message in strong Arabic font, translating to ‘Solve it smart’. It hits all the right notes of confidence, playfulness, and accuracy right on target in terms of what Samsung is pitching here: a promise that intelligence, visual, emotional, and technological, is the real hero here.
What happens below, though, is that El-Daheeh stands out in frame, mid-expression, with wide eyes, an agape mouth, leaning forward as if sucked into the image behind him. The image is raw, authentic, and very much Egyptian.
The living room background anchors him in real-life Cairo, and the OLED screen bursts with contrast and energy. A football match blasts out behind him visually competing with real life itself.
“Samsung” and “OLED” occupy the corners, relying on the graphic power of the image to sell itself. Even the typography choice for the billboard is carefully considered, with the message priming you for the image that follows.
The campaign doesn’t ask Cairo to picture improved image quality, it demonstrates.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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