THIRD COMMERCIAL CRITIQUE

My third commercial is for Bawadi havla. This involves the use of testimony about the strengths of Bawadi havla: the consistency, the strong sesame taste, how well it spreads, how well it keeps, etc. However, these testimonies do not come from a cheesy salesman or a smiling housewife, they come from prisoners in Egypt. Havla is the most common food in their prisons, so clearly they are the authority on the merits of different brands. In each interview, the face of the speaker is blurred out - thus not singling out an individual and it feels like they are the voice of all the inmates. They also employ humor: one prisoner interrupting another to give his opinion, a daughter-mother prison duo, etc. The background settings are drab: this gives the impression that "wow, they have nothing to be happy about.. if Bawadi can make them that happy, what will it do to me?!". At the end the screen flashes a montage of smiling inmates holding up their prisoner number and the screen reads: "Those who know havla, love Bawadi." I found this very enjoyable to watch and it did a good job of convincing people that bawadi is the best (because the prisoners say so!)