Have you come across the latest advertising campaign for Google on TV or online? If not, then you will definitely have some laughs if you gave it a chance, and yes, it includes our favorite character from the 2018 campaign, Coach El Falogy.
Google has launched advertising campaigns in various countries, however, in Egypt, it was brilliant and touched our society a lot. The first campaign for Google has been aired in June 2018 when Egypt’s national football team was playing in the World Cup. This was a critical time for all Egyptians, and Google has made good use of this period. All the advertisement copies included how to use Google search engine to find everything related to “Egypt in the world cup” event.
As a matter of fact, the creative direction of the campaign is the reason behind its virality. Ads are built upon a fictional character called coach Aref El Falogy, an ex swimming champion, and water-polo coach. El Falogy always acts like Mr. know it all. He believes he’s got the answer to every question even if he really doesn’t have the answer, especially when it comes to football.
The newest June 2020 copies, which are written and directed by the prominent Director Mohamed Fathi (Shank) and produced by Good People production house. adopted a quite different approach. Coach El-Falogy has stayed, but this time it’s a solo talk where he gives tips to his audience. The tips are about different topics like; Cannelloni recipe, orange cake recipe, how to wear a tie, searching for a job inside or outside Egypt, or getting rid of mosquitoes. Coach El-Falogy gives his advice in a very sarcastic way. Needless to say, his pieces of advice are completely useless, and the only way to learn about anything is to #ASK_GOOGLE. Ask Google has been the concept line for this year’s campaign and all the previous ones.
What’s really interesting about El-Falogy character is being so familiar. To put it another way, every family has this uncle who always claims that he knows about almost everything in the world. The simple witty tone of voice used in the ads has been meant to deliver the message to a big sector of Egyptians and to show more people that their search engine can make their life easier. It’s simple, the script is hilarious and the choice of character is on point.
She is a curly head haunted by a writer’s ghost, and definitely the go-to person when it comes to skin, hair, and makeup. We bet she would be fun to watch Netflix with!