Chafic Haddad
Chief Operating Officer (COO) at J. Walter Thompson Dubai
Dubai, United Arab Emirates
TitleSoccer Tourette
Campaign Soccer Tourette
Advertiser Saudi Telecom
Brand Dawri Plus
Date of First Broadcast/Publication
Business Sector Telecommunications Services
Philosophy The CampaignIn this film, we see a group of young men who seem to suffer from an unknown, severe illness that makes them lash out and have uncontrollable angry outbursts. In separate interviews, the patients and their family members talk about how the disease is affecting their lives, and a doctor reports on the many medical treatments that have been tried in vain. The film then goes on to reveal that the men’s ailment is their addiction to Saudi soccer, and that the best cure for it is STC’s Dawri Plus application.Creative Execution[Script]: The father: “My son was just like all the other boys. He used to go to university, hang out with friends. A normal person. Then, suddenly, he started acting all weird.” The son: C’mon, it’s easy!!!!! The father: “Pointing, yelling, making strange gestures.” The father: “At home, it’s awkward. We don’t know what to do with him. His mom can’t take it anymore.” The son: Even if you get Mourinho, you’ll lose! The father: “Sometimes I worry that he might kick his baby brother off the floor. He’s that unpredictable.” The doctor: “Some doctors call it Koro-tation. However, I prefer calling it Kora-titis. Because it’s like a virus!” The son: “It’s like a sneeze. I can’t control it. The words just come out, especially when p****** *******!!!” The doctor: “They are isolated and live in a cocoon. Swearing, anger, random twitches.” The husband: “Substitute him! Can’t you see that he can’t run anymore?” The wife: “We all get stressed out sometimes. I mean who doesn’t get angry and shout a little?” The husband: Double kick man!!! The wife: You’re scaring the baby! The wife: “He just gets a little too excited!” The husband: We need a playmaker, not a defender!!! The doctor: Irritation. Incoherent speech… The wife: “He’s the father of my children. I won’t give up on him. You don’t understand. I can’t do this anymore.” The husband: On your right!! Worker: I swear he has a good heart! The doctor: We’ve tried several treatments. The doctor: “Do you like the horse?” The doctor: None of them worked. We even tried soothing them with classical music. No luck. The nurse: Fahad!!! In the background: Gooooal! The doctor: Today, I feel better. I will remain calm. Football is just a sport. Football is just a sport. One of the patients: That’s a red card!!! The doctor: Until a nurse introduced them to the Dawri Plus application. It was like magic. Patient: “Thank you Medhat!” The doctor: The guys felt much better. The doctor: Bless them. They deserve the best. [Super]: Football 24/7. Can you handle it? Download the Dawri Plus app. 
Media Type Television & Cinema
Chief Creative Operations Officer
Executive Creative Director
Creative Director
Creative Director
Associate Creative Director
Head of TV Production KSA
Business Director
Account Director
Account Manager
GM Marketing Communications - Consumer Business Unit
Digital Media Manager/Consumer

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