ArabAd - - WHO DID WHAT -

Here is a piece of con­tent in the form of a hip-hop video telling the tale of a bi-cul­tural di­vide of ex­pats and the im­por­tance of stay­ing true to your cul­ture that has gone hugely vi­ral with 1.7 mil­lion views so far.

Leo Bur­nett Beirut is the agency be­hind this on­line video cre­ated for DISH TV, which rolled out early Jan­uary through­out the so­cial sphere cre­at­ing a great deal of buzz and pos­i­tive feed­back.

The film, pro­duced by Black Rhino and ti­tled ‘Arabi Deal’, pro­motes the chan­nel’s Ara­bic of­fer­ing. Based in the United States, Dish cham­pi­ons ‘Keep­ing Cul­ture in your house­hold’ by pro­vid­ing ex­clu­siv­ity to over 45 Middle East­ern based chan­nels. The 2:35 minute video, from the get go, has an Amer­i­can feel to it and comes off as a trailer to a movie rather than a com­mer­cial due to the for­mat, set­ting, and sto­ry­line. The plot, is quite a fa­mil­iar one, which most of us are aware of, or at least so it seems in the be­gin­ning. How­ever, the mat­ter, namely that of the gen­der gap and the ef­fects re­sult­ing from Arab chil­dren be­ing raised in Amer­ica takes on a dif­fer­ent twist in form of a dream where father and son de­bate the mat­ter in form of a rap song us­ing both lan­guages. The open­ing lines em­pha­sise how th­ese im­mi­grant chil­dren rarely use the Ara­bic lan­guage any­more and when they do, it’s closer to the Amer­i­can ver­sion. The other mat­ter per­tains to learn­ing about the Ara­bic cul­ture, which in the eyes of th­ese younglings is di­rectly re­lated to food and noth­ing more. The so­lu­tion, which the father later pro­poses for a more ac­cu­rate and au­then­tic ex­pe­ri­ence is ex­po­sure to a broad range of TV shows cour­tesy of, ‘DISH Ara­bic TV’.

The rap-off con­cludes with the kid wak­ing up and some­how re­al­is­ing that the father is right, as one of the few bond­ing ex­pe­ri­ences that all fam­ily mem­bers share is watch­ing TV, rather Ara­bic TV for a truly au­then­tic ex­pe­ri­ence. The TVC is not only en­ter­tain­ing and true to life, but also ad­dresses a real prob­lem beau­ti­fully crafted. On top of it all it not only do the taglines stick in the view­ers' minds, but also have the po­ten­tial to ex­pand in real life and be built on.

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