Home Centre's campaign celebrates stepfathers and remarriage in the Middle East

Adgully Bureau |

Home Centre’s new promotional ad, created by Leo Burnett MEA, is a significant and impactful initiative addressing an often overlooked aspect of family dynamics in the Middle East. By shedding light on the topic of remarriage and stepfathers, the campaign not only celebrates the role of stepdads but also aims to break social and cultural taboos surrounding this issue.

The film's narrative, depicting the emotional journey of a child coming to accept his stepfather, is likely to resonate with many families who have experienced similar situations. By portraying the stepfather as a positive figure who ultimately earns the child's acceptance and love, this ad challenges stereotypes and encourages acceptance and understanding.

The original soundtrack, "The Lighthouse and the Boat," adds depth to the storytelling, capturing the emotions and complexities of the relationship between a stepfather and a son. This metaphorical representation of their bond as lighthouses guiding each other through life's challenges is both poignant and relatable.

In addition to the film, the broader initiative includes valuable content from a psychologist, Dr Saliha Afridi, providing insight and support for individuals navigating the journey of remarriage. This multi-faceted approach, incorporating storytelling, expert advice, and social content, demonstrates a comprehensive effort to raise awareness and foster dialogue around a sensitive topic.

The involvement of Home Centre, a leading furniture retailer in the Middle East, in this campaign aligns with its brand purpose of enabling every home to tell its unique story. By addressing topics such as single motherhood, adoption, and now remarriage and stepfathers, Home Centre demonstrates a commitment to inclusivity and diversity, while also filling a gap in the conversation within the region.

Overall, this campaign has the potential to spark meaningful conversations, challenge societal norms, and ultimately contribute to greater acceptance and support for families of all compositions in the Middle East.

Credits

Brand: Home Centre

Siddarth Sivaprakash: Head of Marketing, Home Centre

Atharv Ruparel, Hassan Khan: Marketing Team, Home Centre

Creative Agency: Leo Burnett MEA (Middle East & Africa) Dubai

Chief Executive Officer – Publicis Groupe MENAT: Bassel Kakish

Chief Creative Officer: Kalpesh Patankar

Chief Strategy Officer – Publicis Groupe MENAT: Tahaab Rais 

Associate Creative Director Creative: Farhan Siddiqui

Head of Production: Shereen Mostafa

Chief Executive Officer – Publicis Communications: Nathalie Gevresse

Business Lead – Communications Consultancy: Vicky Kriplani

Senior Producer: Judy Lamaa

Senior Manager – Communications Consultancy: Maria Jabbour 

Manager – Communications Consultancy: Nahla Jaber

Head of Strategy & Insights: Aakriti Goel

Senior Manager – Strategy & Insights: Anna Sadykova

 

Production Company: Prodigious ME

Chief Executive Officer: Sami Saleh

Film Director: Tahaab Rais

Production Lead: Myriam Abi Wardeh

Producer: Ralph Matar

Director of Photography: Aeyaz Hasn

Assistant Director: Vanessa Mghames

Production Manager: George Khalaf

Production Coordinator: Nour Helou

Production Assistants: Rami Noureddine, Nader Al Zohbi

Art Director: Bora Batur

Wardrobe Stylist: Windy Ishak

Child: Tanmay Rishi Shah

The Creature: Mascot Maker, Cristy, Larry and Mujahid

Gear: Gamma Engineering

Gaffer: Sohail Iftikar

Key Grip: Ibrahim Touma

Hair & Makeup: Natalie Tufenkjian

Location: Bassel Alzoubi

BTS: Ralph Jigger

 

Post Production: Optix ME

Post Production Lead: Nayla Chacra

Post Producer: Megan Markel

Editor (Cold Cutz): Neda Ahmed

Online Supervisor: Eddy Farah

Online Artist: Rita Mechedjian, Priyanka Bhatheji

Colorist (LZRD): Karim Mira

 

Music: Magma Music Agency

Lyricist and songwriter: Tahaab Rais

Music Creative Director: Seppl Kretz

Music Supervisor: Michael Bertoldini

Composers: 22ghosts

Sound Design: Bram Van Bergen

Vocalist: Joseph Bills