A comedy series that sends up the ad-pitch process to explain the 7X rebrand to younger Emiratis. Comedian Abdulla Almamari plays a marketer whose ever more outlandish pitches keep getting notes from his boss, with artist Maitha Mohamed explaining that 7X is the parent of Emirates Post, EMX, FINTX and EDC. It ran two months on 7X's own social channels with influencers reposting the episodes, and viewers were asked to send in their own ideas.
The brief
Younger Emiratis who knew Emirates Post Group but not its new name, 7X, or the four businesses now under it.
The idea
A two-month social comedy series: comedian Abdulla Almamari is an ad man whose wild pitches keep getting bounced, while artist Maitha Mohamed explains 7X's four units. Viewers were invited to send their own ideas.
What to borrow
Mocking the ad-making process itself can carry a dry corporate explainer, because the joke and the message land together.
