CommercialsThe Work

‘I say Arabi’ by Leo Burnett Beirut for Dish Network

To launch its Arabic television offering, American satellite service provider Dish Network teamed up with Leo Burnett Beirut to produce a campaign specifically targeting Arab Americans.

The aim of the campaign is to build a strong emotional connection with the brand and to combat the expansion of pirated Arabic content by illegal providers. The idea behind the campaign is to unite the first and second generation Arab Americans. Leo Burnett Beirut collaborated with Nasser Shorbaji (Chyno from the Rap group Fareeq El Atrash) to create a song that parodies a conversation between the two generations. Wissam Smayra was the director. The video already has 3.4 million views.

Project I Say Arabi

Client Dish Network

Agency Leo Burnett Beirut

Executive creative director Areej Mahmoud

Head of communications Peter Mouraccade

Creative director Rana Najjar

Associate planning director Youmna El-Asmar

Communication manager Samer Makarem

Senior art director Mark Maftoum

Copywriter Andrew Assi

Digital planner Philippe Araman

Lyrics, composition, performance and recording Nasser Shorbaji

Video production Black Rhino

Executive producer Michel Harb

Director Wissam Smayra