Rational: In slang Egyptian Arabic, we use the word “net” to refer to “internet”. Moreover, adding the pronoun “we” to any verb in the present simple tense will give us the prefix “net”. Hence, we played around the prefix “net” giving the same meaning of “internet” and we’ve used some verbs that reflects online activities such as meet, connect, learn and getting together. To highlight the tweak in using “net” as a prefix and at the same time use it in the same TVC to mean “internet”, we have changed the color of this “net” prefix all over the TVC to be in red.

In addition to this, we’ve used this prefix “net” that represents “we” as a call for some reactions bearing in mind that this prefix gives the meaning of “let’s do….”. So, in other words, the TVC is a call for gathering, connecting, meeting, learning which can all be done through “internet” or “net” as mentioned in the TVC through the “we” or “net” prefix.   

Credits:

Advertising Agency: Young & Rubicam Cairo
Client: Link DSL - NETwassel Campaign
Creative Director: Jeneen Ezzat
Senior Art Director/Copywriter: Amir Fouad
Client Services Director: Ashraf Naji
Account Service: Farah Serry
Director: Bekeer
Music composer: Tamer Karawan
Post Production: Gravity
Production House: Hob Film
Published: August 2010