Saudi Women Subvert Stereotypes in Thought-Provoking Commercial
'How Well Do You Know Her?’ is the latest in a growing body of work by director Omar Hilal. While the award-winning director is also known for his skill in capturing comedic commercials, Hilal is no stranger to creating thought-provoking material. Last year, he received praise for ‘Are you Afraid of Flying?’, a commercial he directed for airline Royal Jordanian, which challenges ethnic profiling and discrimination.
Hilal comments: “For decades, the world has perceived Saudi, Arab, and Muslim women as uneducated and oppressed by an ulta-religious, male dominated society. This film challenges the stereotype by utilizing the very symbols that uphold it - the hijab, brown skin and Saudi Arabian accent – while framing these within a positive and inspiring narrative. As a platform dedicated to empowering women, run by empowered women, SHE encourages people around the world to think before they pass judgement without having enough information.”
‘How Well Do You Know Her?’ is now live online on SHE’s socials.
Clients: CIC: The Center for International Communication
Creative Agency: Ogilvy in collaboration with APCO Worldwide
Creative Director: Mohamed Kamal
Copywriter: Mohammad Kamal
Chief Creative Officer: Paul Shearer
Writer: Mohamed Kamal
Account Director: Hattan Ghalayini
Production Company: DejaVu Dubai
Executive Producer: Manasvi Gosalia
Director: Omar Hilal
DOP: Crispin Kennedy
Creative Director: Mohammad Kamal