The strongest card
Van Damme versus Mohamed Ramadan
The holy month is where all brands struggle to win with the biggest ads. For this year Etisalat decided to promote it’s brand ethos (the strongest network with the strongest card) by getting two of the “strongest” icons both locally and internationally. Mohamed Ramadan is known for his macho, charismatic attitude. Van Damme is a heroic icon known for his fight moves and amazing agility. So we decided to pit both stars against each other in a thematic, entertaining song filled with choreographed fight scenes, western shoot outs and a dragon. The ad became the most viewed Egyptian ad ever in 2019.