Our brief was to create an advert to promote LG's new international campaign 'Change the Nature of Your Space' for the Saudi Arabian market for their new Air Conditioning unit there.
So we curated a film concept influenced by campaign's title of literally changing the nature of space from a stuffy living room to a fresh, nordic outdoor setting. Emphasis on freshness.

Saudi's love their poetry and it's a big part of their culture for theatrically expressing themselves. So we played off this and designed a 'rhyme off' competition between two brothers, each line creating a more and more ridiculous scene, peaking with the reveal of our hero, an LG AC wall mounted unit.

Often these poetry contests are broadcasted on national TV which stage settings are reminiscent of golden era of live TV entertainment. So we played off this and created the live studio audience sitcom theme which helped elevate the humour.

Even though the Arabic language is spoken from Morocco to Oman, each region has it's own dialect and use of slang. So it was important to originate the copy in Saudi Arabic and we casted Saudi actors to capture the nuances and subtleties. This is an important part to the success of the campaign in Saudi.