Leo Burnett has created a 60-second TV commercial for Qtel as part of the company’s sponsorship of the 12th Arab Games, which take place in Doha between 9 and 23 December. Due to the latest events and developments in the Arab world, the TVC seeks to spread a message of unity, pride and belonging amongst all Arabs. The idea is to remind Arabs that they speak the same language, share the same history and values, and that their present is interlaced. Together they can shape a brighter future, whether they are Qatari, Moroccan, Iraqi or Yemeni. “We want them to feel that they belong to one nation. The Arab nation,” said a spokesman for Leo Burnett. “Being a telecoms company, Qtel’s role is to bring people closer. And this role grows further during the Games by opening channels between Arabs to connect, communicate, cheer and express their pride. With this spirit and togetherness, everyone is a winner.”
Project Arab Games
Client Qtel
Creative agency Leo Burnett
Regional ECD Peter Bidenko
Creative director Munah Zahr
Copywriter Michael Habre
Art director Omar Dbeis
Regional managing director Kamal Dimachkie
Managing director Sami Saleh
Communication director Joe Allahham
Head of TV production Sarah Abdullah
Director and photographer Matthias Zentner
Music composer Jo Blankenburg
Production company Joy Films
Producer Rita El Hachem
Post-production house Velvet
Exposure TV
