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Actor Kamal Abu Raya can be seen on Cairo's streets in a teaser outdoor advertising campaign that has already started creating a buzz among car drivers.

The TBD campaign shows Abu Raya relaxing in his red lounge chair in the middle of traffic. He looks completely relaxed as he sits in his lounge chair. Behind him there are rows of vehicles and he is just calmly sipping on a drink while surrounded by the traffic chaos around him.

As of right now, the company responsible for the OOH campaign has not been disclosed, making the ad campaign fall into the teaser category. There is absolutely no product mentioned in the advertisement. There are no slogans, no industry hint, and there is no company logo included, leaving nothing but a question to those who see the advertisement for themselves.

A simple but provocative phrase accompanies the visual: (“So what?”, “What’s up?”, and “Then what?”), printed in large Arabic typography that dominates the billboard. The main message conveyed through this advertisement comes from a clear contradiction between Cairo streets and the character depicted. Cairo is notorious for its heavy traffic, and the ad itself depicts how busy the roads usually are. However, despite being in the middle of a road full of people going about their daily business, Abu Raya appears totally unbothered and nonchalant. 

It is the contrast shown in the picture that renders the advertisement powerful. Relaxed in a beach chair and sipping on his drink, Kamal Abu Raya creates an atmosphere of tranquility which sharply stands in opposition to the chaos of traffic around him. It creates a surreal picture which inevitably evokes curiosity among those who notice it.

The use of a well-known public figure further amplifies the campaign’s intrigue. Being a famous Egyptian celebrity, Kamal Abu Raya draws attention right away. And the ambiguity of the ad leaves the viewer wondering whether it is the promotion of a drink, an app, a car, or anything else.

Considering the outdoor advertising strategy used by the campaign's creators, it can be said that they made a very wise choice. Instead of making the advertisement overloaded with information, they opted for a simple picture of a famous celebrity posing the questions to the viewers.

And until the advertiser becomes known, one thing is clear – Kamal Abu Raya's tranquil attitude towards Cairo traffic has surely prompted the viewers to think about the billboard's message.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about OOH campaigns.