Sports sponsorship advertising can get lost in the ad crowd. There’s a lot of sameness. Not in this Egyptian campaign. Cairo agency, Mention, part of Influence Group, has used the power of everyday comedy to highlight snack food brand, Edita’s, support of Egypt’s sporting greats – Sara Samir, Mohamed Elmenyawy, Hania El Hammamy + Mostafa Asal.

The campaign, You Never Know Who You’re Challenging’s three films are built around the awkwardness of recognition at the worst moment:

A stranger offers to carry shopping bags for weightlifter, Sara Samir:

Another offers gym advice to powerlifter, Mohamed Elmenyawy:

And padel players find themselves facing Egyptian world #1 professional squash players, Hania El Hammamy + Mostafa Asal

The campaign films were directed by Abdulrahman H. Nasr and produced by NotMe Films.

Credits:

Advertising Agency: Mention – Influence Group
Regional Executive Creative Director: Refaat Refaat
Creative Team: Seif Eldin Ahmed, Sherif Ashraf, Seif Mohamed, Mostafa Galil, Hussein Nabil
General Manager: Shady Nagy
Account Director: Mostafa Ra’fat
Account Executive: Mariam Abdelkareem

Production Company: NotMe Films
Director: Abdulrahman H. Nasr
Executive Producer: Peter Abuelkhier
Producer: Shams El Sawaf
Director of Photography: Moaz Abas
Art Director: Cherine Halaby
Stylist: Salma Adly
First Assistant Director: Mohamed Abdel Aziz
Line Producer: Perry El Shinnawy

Post-Production Company: PYMK Studios
Editor: Abdelrahman Sammeh
Colourist: Essam Abdelsalamm
Sound Studio & Mixing: Batcave Studio