The Work

Melody – The Bitter Truth (part 1)

Leo Burnett Cairo is up to its comic antics once again, this time with a corporate campaign for Melody that will be the springboard for a new TV campaign for the recently launched Melody Drama. The first episode, called ‘Jimmy Habibi’, features much comedy and sexual innuendo.
Mohamed Hamdalla, the agency’s executive creative director, said: “The problem that we faced is that Melody Drama’s viewers are predominantly housewives, and we are used to advertising to young males for Melody. If we were to change our approach we would have a negative affect on the Melody corporate brand. So we decided to show people what really happened (with a little extra drama sprinkled on it).”

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