Page 18 - SAMENA Trends - December 2020

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views on YouTube within its first week, and almost 40 million
views to date. The concept behind Zain’s Ramadan TVC, which is
entitled ‘Zain’s Consolation’, and has also become known as ‘God
will not forsake us’, is based on offering a message of hope in the
midst of the current exceptional circumstances brought on by the
Coronavirus pandemic. The shocking effects of the virus across
the globe made the TVC’s comforting words to resonate even more
deeply with highly appreciative viewers. Words such as, “God will
not forsake us” and “He’ll make us richer than to need anything”
within the accompanying soundtrack to the commercial offered an
air of hope and optimism for people enduring hardships during this
difficult time. ‘Zain’s Consolation’ did face technical challenges
when being produced. Major national lockdowns around the world
made it difficult for crew members to communicate, travel, and
film the footage. Crew members had to excuse themselves for
the project, though the Zain team overcame these challenges to
ensure the project was completed and the message of hope was
shared. The TVC’s original idea was generated by Zain’s team
in Kuwait, while the videography crew members originated from
Egypt. The TVC was produced by Joy Productions in Kuwait and
directed by Samir Aboud from Lebanon. The lyrics were written by
Heba Hamada, and the music was composed by Kuwait’s Bashar producing “Bas Ya Bahar”, which is the first GCC film to receive
Al Shatti, while the TVC’s music arrangement was performed by 9 international awards, being the first GCC country to establish
Michel Fadel, the mix and master by Rabea Saydawi with vocals an official television station, and many more other honorable
by Rama Rabbat. Zain also won a TVC Creativity Award for its achievements. Zain takes this opportunity to express its gratitude
National Day TVC, which reached over two million views during to everyone who contributed in making this national production a
the first 10 days of its launch on the company’s official YouTube success, especially the TVC’s stars: singer Abdullah Al Ruwaished,
channel in commemoration of Kuwait’s national celebrations. Kuwait National Football Team’s star Jasem Yaqoub, media
As it does every year in February, Zain the company produces presenter Majed Al Shatti, and actress Mariam Al Saleh. Zain
a TVC celebrating Kuwait’s National and Liberation days. The also thanks the entire team of young Kuwaiti talents who worked
production, which reflected national values and pride, featured behind the scenes, including lyricist Yousef Al Shatti, historian
a number of Kuwait’s most prominent personalities who helped Fahad Al Abduljalil, Director Salim al Turk, Composer Bashar Al
raise the name of Kuwait in various areas, and showcased many Shatti, Music Distributor Rabea Saydawi, Turkish musician Ismael
of Kuwait’s historical achievements from both the past and the Tonch Blak, Joy Production’s team headed by Mai Al Saleh, and
present. Zain’s national production was honored to feature many PH All Over Group’s team. This recognition comes in light of
prominent Kuwaiti personalities who contributed to shaping the Zain’s distinguished advertising and media involvement, and
country’s art, sport, and cultural scenes. The TVC’s idea centered further showcases the company’s role as a leading private sector
around showcasing many of Kuwait’s historical feats from both company launching distinguished marketing and advertising
the past and present, such as holding the first parliament in the campaigns all year round. Zain will continue supporting this
Arabian Peninsula, being the first Asian Arabian country to reach very important field which carries significant and informative
the World Cup finals, building the first café that gathered the messaging to the public at large and the communications world
people with their rulers to discuss political and economic issues, as a whole, whether through traditional or modern media tools.

AT&T Communications Chief Executive Officer
Discusses Closing the Digital Divide with
Ustelecom Members

Jeff McElfresh, Chief Executive Officer trillion to build and operate advanced U.S. led the world in 4G. And we’re now
of AT&T Communications, spoke at the networks. And over the past 5 years (2015- seeing a repeat performance for 5G, with
USTelecom Broadband Investment Forum. 2019), AT&T invested more than $125 5G networks from 3 carriers already live.
He discussed the country’s digital divide, billion in our U.S. wireless and wireline The benefits of all this investment and
touching on the following areas: networks, including capital investments innovation are striking. Compared to 2015,
Current state of broadband: Since 1996, and acquisition of wireless spectrum and industry broadband speeds are up 16%
U.S. providers have invested nearly $2 operations. It’s no coincidence that the while costs are down 20%.

18 DECEMBER 2020