Copywriting in Abu Dhabi wins the city's first Cannes Lions Award for Film

Abu Dhabi has just won its first ever Cannes Lions Award for a film. It’s for the TVC called ‘Be Still‘, created for Abu Dhabi Tourism Authority (ADTA) by TBWA\RAAD Abu Dhabi. It’s also the first time that the Middle East region won a Cannes Lion in the Film category.

I haven’t written this ad but you know why I’m celebrating? The TVC won a Cannes Lion for Film Craft in the COPYWRITING category.

Here’s to Martin Lever, Executive Creative Director, TBWA\RAAD Abu Dhabi who wrote the poetic copy for this ad – something I had complimented him on when I had first seen the ad. As a writer – it was nice to see copy written from the heart. What’s nicer is to see it done for Abu Dhabi – a city I have lived in most of my life. And then it goes on and wins a Cannes Lion for film – the very first for Abu Dhabi!

Abu Dhabi Tourism Authority ‘Be Still’ TVC by TBWA\RAAD Abu Dhabi

And here’s the copy – if you, like me, relish words more by reading them:
BE STILL…
AND HEAR THE DREAMS OF THE PEOPLE BELOW
“PAY NO ATTENTION TO THE IMPOSSIBLE”, THEY WHISPER
IT DOES NOT BELONG HERE
THE ROAD RISES FOR YOU TO FOLLOW
YOU FIND THE LAND…
MAJESTIC…CALM…
THE ROAD
THE BUZZ
THE THRILL
THE AIR
THE BREEZE
AND THE BACK OF BEYOND
ENGAGING
REFUGE
HOME
INVITING
BUT NEVER FORBODING
THE BEAST’S HEART WILL POUND BESIDE OURS
AS THE NIGHT CRACKLES ELECTRIC
A MILLION PROMISES ARE HELD
DAY REWARDS NIGHT WITH A PERFECT DAWN
DAWN REWARDS IN TURN
AND NATURE REWARDS AN INQUISITIVE MIND
IN A LAND WHERE IMPOSSIBLE IS DEFINED…
AND IGNORED
ABU DHABI.
TRAVELLERS WELCOME.
Credits

Advertiser/Client: Abu Dhabi Tourism Authority
Advertising Agency: TBWA\RAAD Abu Dhabi
Executive Creative Director: Martin Lever
Copywriter: Martin Lever/Timothy Brothers
Agency Producer: Richard Forbes-Robertson
Account Manager: Nick Mcelwee
Production Company: Boomtown Productions, Dubai
Director: Hadi
Music: Artist/Title: Matt Faddy
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4 Responses to Copywriting in Abu Dhabi wins the city's first Cannes Lions Award for Film

  1. lirun says:

    i liked the ad.. makes some huge promises :)

  2. Ahmed Saidawi says:

    This is really something to be proud of, and I may share with you my feelings as resident who have raised and lived most of his life in this beautiful city. Thanks for sharing!

  3. Farrukh Naeem says:

    Hey Lirun, welcome back. Yes, it’s a promising kind of spot.

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