PSO – Women’s Day 2024

Agency: Synergy Dentsu

What do we love about this campaign, you might ask? EVERYTHING. From the unassuming beginning to the mighty visuals, one cannot help but be in awe of the storytelling. It does not showcase women in stereotypical roles but builds on true stories about Pakistani female truck drivers. Pakistani women are often showcased as mothers, daughters and wives in traditional advertising, but this ad spins the narrative and gives us insight into an actual story that would otherwise be buried deep within our archives. We also love the reveal and the POV shots – not knowing who our protagonist is until the very end. The end frames Shamim Bai, who wrote her own story, and in this way, paves the path for so many women after her.

Dunkin’ Donuts

Agency: Artists Equity

Premiered during Super Bowl LVIII, Ben Affleck debuts ‘The DunKings,’ featuring Matt Damon, Tom Brady, Jack Harlow, Jennifer Lopez and Fat Joe. What does this campaign have? Good satire – is Ben Affleck making fun of himself? Check. Celebrity power couple? Check. A good bromance? Check. Matt Damon and Ben Affleck are BFF goals and you can’t tell us otherwise. Pop culture relevance? Check – I mean #Bennifer. Apart from the commercial itself, the build-up was spectacular, with both Ben Affleck and J Lo posting about it on their social media platforms in the days leading up to the event.

Generation

Agency: In-house.

The campaign focuses on female filmmakers in Pakistan, with a cast of real-life female filmmakers and a behind-the scenes team representative of them. How often do we see a woman on a dolly with a camera dressed in a spunky shalwar kameez? Generation’s target market mostly consists of college-going girls and corporate girlies and the ad speaks to them in a way that fashion usually does not. The campaign highlights that women do the jobs they want and in style. What we loved about this campaign was the introduction of the made-up characters, the homage to Lollywood posters from the eighties and a nod to all the people who worked on the project.

CeraVe

Agency: WPP/Ogilvy PR North America What earns our respect is a brand that is unafraid to take risks and have fun. CeraVe is a brand that is traditionally expected to be serious as a dermatologically tested skincare brand. However, when the Twitter (sorry X) brigade started a rumour that Michael Cera is actually the founder of CeraVe, the brand decided to run with it. What resulted was this hilarious and engaging campaign that puts Michael Cera at the centre. The humour, satire and creepy yet hilarious voiceover takes us on a journey that highlights the moisturiser’s attributes flawlessly. The commercial ends with Michael Cera pitching the video to the actual (very serious) team of dermatologists who worked on the product; they look unimpressed. This not only made fun of the rumour; it also underlined the fact that the product was actually created by scientists who were not afraid to have a laugh.

Zong 4G

Agency: The D’Hamidi Partnership

At the beginning of the film, one might think that this is just one of those generic commercials that have long graced our TV screens. However, as the story unfolds, the viewer experiences an intense wave of nostalgia. One can almost smell the scent of motia through the screen, feel the familiar yet uncomfortable feeling of piling up in an old car as a child, and experience the anxiety of running out of ink during an exam when your best friend next to you comes to the rescue. But what else can we expect from Jami? The maestro that taught us how to feel emotion through a mere minute-long commercial. The script is beautifully crafted by Sami Qahar, a man of many talents. The concept of sharing is real, along with the unspoken theme of love and compassion.

TAPAL

AGENCY: IAL Saatchi & Saatchi

A film that tugs at one’s heartstrings while simultaneously having a different take on the traditional son-in-law, mother-in-law trope. We are used to seeing a woman trying to be the peacekeeper in a joint family system, but this film spins that concept on its head and showcases the other side of the coin. You will need a tissue for this one and maybe a cup of tea afterwards. The acting is brilliant and what really brings the film together is the music composition – the words make you want to go and hug your mum. Another great aspect of this campaign was the use of Facebook group marketing. Tapal collaborated with Soul Sisters Pakistan and started an engagement campaign asking members to post a picture with a family member, “Jin se aap rishto ka hisaab nahi kartay” while using the hashtag #RishtonMeinHisaab. The competition blew up with hundreds of entries and thousands of content interactions, making it the most successful campaign Soul Sisters Pakistan has executed this year.

Pakistan Polio Eradication Programme

AGENCY: Synergy Dentsu

This nationwide campaign is woven together so delicately, highlighting how polio drops are halal and can save our children from disease. It translates the message through beautiful visuals, impactful dialogue and a call to action. This campaign is one of the many initiatives the Pakistan Polio Eradication Programme is currently undertaking to eradicate the disease from the face of our nation once and for all.

International Olympic Committee

Agency: Deloitte Digital Sydney, Australia

A campaign tracking the impact of the firsts that took place at the Olympic and Paralympic Games told through archival footage. In doing so, it has changed the meaning of ‘being the first’ in a competitive industry like sports because the word now has infinite possibilities. Being the first can mean being the first to try, to fight and to persevere, not necessarily to win. It is empowering, enabling us to dream and face our fears when it comes to competing and losing. In a world infected by the need to win, this social message highlights the importance of trying.

Sarah Saifi is Founder, Drama Queen Productions.
sarah.saifi@yale.com