Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

  • 165

Great Guns Director Omar Hilal Airs his Dirty Laundry

Great Guns UK, 7 months, 1 week ago

Hilal pushes the boundaries of Middle Eastern advertising with darkly comic film for washing detergent ‘El Kef’

Great Guns Director Omar Hilal Airs his Dirty Laundry

Great Guns director Omar Hilal has directed a new cutting-edge film for washing detergent ‘El Kef’. 

Shot in Morocco, the film opens on a stormy night with sirens whirring in the background – the air thick with menace. As the story unfolds, we are taken into a darkly lit house where three detectives arrive to investigate a crime.  The house is littered with stained clothing and a terrified woman. The tension mounts as the team of detectives stumble upon the horrifying crime scene - the open washing machine overflowing with soiled and sullied garments and the culprit nowhere to be found.

Omar, who is known for his brilliant comedic timing and talent for casting, yet again triumphs with this hilarious and innovative take on a washing powder commercial.

Omar comments; "I'm very impressed with the courage of this client. A local detergent brand that embraces such an unorthodox idea, is admirable to say the least." He goes on to say; “the boundaries of Middle Eastern advertising just keep getting pushed. This isn't a communications client or a snack, it's a detergent!!"

Needless to say the fact that Omar directed this film definitely adds a touch of magic to the whole production – something which hasn’t gone unnoticed in the advertising world, with Omar taking home Best of Show, 2 Golds and a Silver at the Gong 2015 Creative Circle Awards for his Tiger Beer SG50 campaign.



Creative Agency

Account Manager: Amal Masrar

Creative Director: Yanis Ayouch

Copywriter: Quods Ouaissi , Ayoub Choukri

Art Director: Jalil Laafoura

Account Director: Fouad Lahjouji

Creative Agency: Shem's Casablanca

Music and Sound

Song: Sary Hany - key 66


Editor: Ahmed Hafez

Production Company

Directors: Omar Hilal (Global reps Great Guns)

DOP: Quim Miquel

Producer: Imane Saad

Production Company: Videorama

Category: Home , Laundry

Genre: Comedy