Fast Lane by M&C Saatchi Beirut for MTC Touch

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Industry Mobile Communications
Media Film
Market Lebanon
Agency M&C Saatchi Beirut
Director Ali Reed
Executive Creative Director Samer Younes, Odile Riachi
Creative Director Vasyl Khomko, Alexandre Choucair
Art Director Youmna Sargi, Maya Toutounji
Copywriter Maral Ghanma, Maya Macaron
Producer Danielle Mousalli
Account Supervisor Amal Chammas
Released April 2011

Awards

Dubai Lynx 2012
Film - Gold
Film Craft - Gold

Credits & Description

Category: Direction
Advertiser: MTC TOUCH
Product/Service: 3.9G - HIGH SPEED INTERNET
Agency: M&C SAATCHI MENA
Production Company: INTAJ THE PRODUCTION HOUSE, Beirut, LEBANON
Executive Creative Director: Samer Younes
Creative Director: Vasyl Khomko - Alexandre Choucair
Copywriter: Maral Ghanma - Maya Macaron
Art Director: Youmna Sargi - Maya Toutounji
Agency Producer: Elie Zreik - Saad Kaabour
Account Supervisor: Amal Chammas
Producer: Danielle Mousalli
Director: Ali Ali
Sound Design/Arrangement: Philip Khayat
Account Manager: Elias Bassil
Director Of Photography: Pierre Mouarkesh
Account Manager: Elias Bassil
Director Of Photography: Pierre Mouarkesh
Other Credits: Head Of Art: Barry Brand
English Description
We created two awkward characters, Speedy & Amigo, with a mission: Find anything faster than 3.9G. Their catchphrase “bati2” means “too slow” in Arabic. To maximize the comedy aspect of the film, we built on the weird friendship between our duo. Speedy is obsessed with speed and is constantly putting Amigo through more and more ordeals in order to achieve their goal. The direction of the cast, together with its retro styling of set and wardrobe, were crucial in making the film work, creating a unique style of advertising in Lebanon. We used quick cuts and careful attention to comedic timing to build the relationship and showcase our catchphrase “bati2.” As speed tests become more and more ridiculous, and Amigo endures more and more humiliation at the hands of Speedy, it becomes clear that our duo will stop at nothing, leading us nicely to our promise “Nothing Beats 3.9G from mtc touch.”

The Film titled Fast Lane was done by M&C Saatchi Beirut advertising agency for MTC Touch in Lebanon. It was released in Apr 2011.