'The Best Comedy is Born from Pain': Two Egyptian Directors' Approach

It only took one brilliant Panda (2010) commercial to get Egyptians laughing at the all-too-familiar experience of losing their cool. One short scene, one simple storyline, and one sharp insight were enough to capture a feeling so common that almost every Egyptian could relate to it: the feeling of completely losing it. Many years later, comedy remains one of the most effective ways of collecting insights about human behaviour, and, in doing so, communicating an idea. With their recent marketing campaign for Bluworks, Diaries of an HR (2026), a witty three-episode series looking at the work of Human Resources (HR) professionals in Egypt, award-winning creative directors Sherif Fouad (Shico) and Alaa El Sheikh challenge the old misconception that what makes people laugh cannot also make them think. Laughter, in fact, is often the most effective vehicle for insight. At its best, it is a way of seeing and observing human behavior, and it is through that act that the most revealing insights are made. Going beyond just generic comedy, the campaign also draws on a distinctly Egyptian form of dark humor. More than a comedic style, it functions asContinue reading "'The Best Comedy is Born from Pain': Two Egyptian Directors' Approach" The post 'The Best Comedy is Born from Pain': Two Egyptian Directors' Approach first appeared on Egyptian Streets.

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WIRE — It only took one brilliant Panda (2010) commercial to get Egyptians laughing at the all-too-familiar experience of losing their cool. One short scene, one simple storyline, and one sharp insight were enough to capture a feeling so common that almost every Egyptian could relate to it: the feeling of completely losing it. Many years later, comedy remains one of the most effective ways of collecting insights about human behaviour, and, in doing so, communicating an idea. With their recent marketing campaign for Bluworks, Diaries of an HR (2026), a witty three-episode series looking at the work of Human Resources (HR) professionals in Egypt, award-winning creative directors Sherif Fouad (Shico) and Alaa El Sheikh challenge the old misconception that what makes people laugh cannot also make them think. Laughter, in fact, is often the most effective vehicle for insight. At its best, it is a way of seeing and observing human behavior, and it is through that act that the most revealing insights are made. Going beyond just generic comedy, the campaign also draws on a distinctly Egyptian form of dark humor. More than a comedic style, it functions asContinue reading "'The Best Comedy is Born from Pain': Two Egyptian Directors' Approach" The post 'The Best Comedy is Born from Pain': Two Egyptian Directors' Approach first appeared on Egyptian Streets.

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