It's no coincidence that Egypt's ad industry is booming at unprecedented levels in regards to investment, quality, and creativity. Companies in direct competition, like the four big telecommunication companies operating in Egypt, are constantly working on upping their game when it comes to ads, and the audience has grown to expect nothing short of remarkable and creative campaigns from these companies. The latest ad campaign by Etisalat Misr, featuring popular actor Ahmed Helmy, has definitely checked all of those boxes, leading it to win two prestigious awards at Dubai Lynx 2019 for its Hekaya ad campaign.

Bringing home the Silver Entertainment Award, Etisalat Misr's Hekaya ad is also an easy fan favourite, garnering over 22 million views on YouTube - quite a remarkable feat when compared to similar campaigns in Egypt. The campaign didn't rely only on the star power of Ahmed Helmy to achieve its success, which is evident in it's being awarded the Bronze Award in the Best Film Craft/Script category. Given the ad campaign's fierce competition from companies and agencies across the region, Etisalat Misr's Hekaya clearly achieved the recipe for success, with a mix of comedy, inspirational content, and subtle commentary on current affairs.

"We are delighted to announce the great success achieved by “Hekaya” advertising campaign," said Etisalat Misr's Chief Commercial Officer Ahmed Yahia. "Ahmed Helmy was the right choice for the target audience, and his story served as an inspiration to our audience. Moreover, employing comedy in scriptwriting matched with the Egyptian sarcastic nature, seeing as the ad's language is that of their daily conversations," explained Yehia.

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