Global brand Hoover is brought to Cairo’s billboards by home appliances dealer El Araby to promote its washing machine, featuring actress Yosra El Lozy as their brand ambassador, parallel to the advertiser’s latest outdoor advertising campaign for Sharp. The celebrity branding technique is common in the home appliances industry, using well-known female faces to introduce such a brand is definitely adding credibility and popularity to it. The visuals show the actress at what seems to be her home, using Hoover’s washing machine, while the ad copy adds her own personal testimonial “Hoover’s washing machine has changed my life”. Spotted in the fourth week of February, the campaign is using uni-poles and double-decker poles in many locations across Greater Cairo.
