| 哲学 | The aim of the commercial was to present in a creative way the app of the Tajawal travel agency, a company whose offer is aimed at people living and working in the Middle East. The creators wanted the viewer to identify with the emotions of the main character, hence the idea that the whole thing should look like a music video showing the life of an average person, seen at work, at home and with friends, but who is burned out and feeling suffocated. The protagonist desperately needs a break to become himself again, and Tajawal can give him the chance to break out of his mundane routine and introduce a ray of light into his monotonous reality. The central character in the spot is a mandrill – an unusual and nice, intelligent-looking mammal, who behaves like a human but seems completely out of place in the corporate environment. The artists from Platige Image refined all the production details, including those related to the protagonist. In the first part of the spot, the mandrill's fur looks ruffled and unkempt, reflecting his initial dissatisfaction. Only later in the clip does it become fluffy and well-groomed, with the two different fur systems reflecting the change in his emotions. |