CAMPAIGNSWorld Cup 2018

Hyundai Egypt takes shot at the World Cup (and one at the Italians too?)

Egypt’s World Cup drought finally came to an end after Mohamed Salah scored a penalty in the 95th minute, beating Congo. For the first time in over quarter of a century, Egypt clinched their place at the 2018 FIFA World Cup in Russia.

Car manufacturer, Hyundai, celebrated by adding a unique little twist to the mix.

The campaign, conceived by TNA (Tarek Nour Advertising), was released on March 18th with the theme: “Football is full of surprises (Italy didn’t make it) – الكورة غدارة.”

For decades, Egypt has been at the helm of African football, yet always missed their chance to showcase their talents on a global scale. Until, finally, the years of regional dominance manifested into the qualification for the biggest competition in international sports history.

The World Cup, like every other major competition out there, has an infinite number of enthusiasts and fanatics, unfortunately this time, a vast number of football fans will miss out on spectating (and cheering on) the Azurri!

The campaign developed its own Arabic version of the once highly popular Italian song “L’Italiano,” which originally boasted Italian pride, only this time, the song pokes fun at Italy’s misfortune of not making it to the competition. The campaign certainly features a uniquely comical approach to support the Egyptian National Team.

Hyundai cleverly separates itself from the pack, adopting a different approach to celebration; by highlighting another’s team’s misfortune.

This creative approach brought in a much needed fresh perspective to the mix, breaking away from category conventions featuring your typical celebratory vibe.


The fact that the world-renowned football behemoth (Italy) didn’t make it, but Egypt did, is simply the cherry on top!

What makes this ad even more special is the nostalgic, yet funny mood the ad sets; focusing on disappointed Italians singing in dark alleys about their missed shot. Suffice to say, this ad is inherently different than anything else we’ve seen so far.

Hyundai has long been a partner of the Egyptian people, and now Hyundai will accompany them on their journey to FIFA in Russia.

From now, when you purchase a new Hyundai, you’ll get the chance to travel with the Egyptian National Team to Russia to attend 2 matches (Egypt vs. Russia and Egypt vs. Saudi Arabia) in addition to a full hospitality package.

The idea was to evoke feelings of pride and success, while adding a slice of humor to celebrate this monumental step in Egypt’s history.

Now tell us, what do you think? Does Egypt have what it takes to go all the way?

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