Confusing.

The ads promote one feature of the 2015 Honda Accord 3.5 EX in Kuwait, sold by Alghanim Motors: voice-guided GPS. No brief, case study or results for the campaign could be found.

Three executions, "Confusing Arab", "Confusing Iranian" and "Confusing Indian", each show a man on waste ground or by a desert road pointing the way with an arm so long it is twisted into knots: directions that tie themselves up. Each ends on the line "Voice guidance at every turn. Honda Accord 3.5 EX with GPS." Juan Carlos Ortiz, president of the 2015 Cannes Lions Outdoor jury, said the jury was impressed "with its simplicity, humor and cleverness."