Every year, comes out 1 campaign that becomes an icon for years to come.. From “Bibo far2a3 Gigi” in the early 2000s, to Melody Tunes (ol Ingelesh, ol za tayem) in 2007, Maxibon “Abooya” & Mobinil Dayman Ma3 Ba3d Song in 2012.. this year, it is beyond no doubt that Tecno Mobile is this campaign.

 ِAfter a rather disappointing season this Ramadan with little good copies; Hany Ramzy's thighs, and the Fridge that el gen el azra2 el quite fond of.. Tecno Mobile come to us with a fresh concept in 8 different copies that are all as hilarious..

It is becoming inevitable that mobile is the most important device in our lives, it is the one device that does not stay more than 10 meters away from you at any point during the day, you wouldn't go back home if you forgot your wallet but you'll definitely go back for your mobile.... need I say more?

With more than 120% penetration on mobile phones in Egypt, it is about time to elevate the smartphone penetration, currently sitting at a mere 15-20%.

Not the whole world can afford an iPhone 5S or a Samsung G5, someone had to step in with a more convenient option.. a more affordable thus attainable option.. is Tecno Mobile that option?

From a campaign point of view, the ads are great.. Great creative input from BBDO Cairo, great interpretation and cinematography from award winning director (and ex creative director) Ali Ali..

The situations are real, everyday hiccups that you find yourself in and only a smart phone can help.. 

Speaking of real situations, we actually beat you to a donkey selfie a couple of months ago on a business trip to upper Egypt :)

From another stand, the campaign seems to be getting a lot of heat for 2 reasons: