Raya Foods’ double vision

A bifurcated screen is nothing new, particularly in advertising, which loves to pack in as much visual info in a short time as possible. 

But here Cairo agency The Hub and director Nevien Ragab have added considerable class to the trick in a beautifully crafted spot that displays transitions from the past to the present. 

Using a grainy, retro texture and styling the spot takes an affectionate look at how activities and chores have developed over time – from cumbersome vacuums to nifty robot cleaners, from heavy books to nimble kindles, and from fiddly food prep to ready meals.