Monkey business

Both conceived and directed by Great Guns director Omar Hilal, the spot, titled Caged, features a burned-out monkey whose relentless work schedule leaves him feeling that his chi(m)ps are most definitely down. 

Produced by Deja Vu, with excellent animation from Platige Image of Poland, the ad depicts the poor beast stuck in the office all hours – probably logged on to his Ape-le computer. Once home, relaxation evades him – even his guitar playing is gloomy, Del Amitri’s Nothing Ever Happens seems to sum up his life. He might as well just gib(bon) it up. 

He can’t even enjoy an evening out with his (prime)mates. 

Finally, happening across the travel app, he realises what he really needs is a break and – aping the 2016 Snickers spot, ‘You’re not you when you’re hungry’ – as soon as he’s booked his trip, his furry paw transforms into a human hand and the tagline ‘bring back you’ lands the message that holidays are humanising. 

Omar Hilal comments: “The client’s target was the workforce of Dubai. Being a regular visitor there, I’ve often seen buses packed with people, knocked out as they return to their houses late at night, ready for the next day’s shift in just a few short hours. I wanted to show these people’s plight, but without actually seeing them.”