Speedy Disclaimer Hijack.
Pakistani TV ads end with lightning-fast disclaimers, read by one voice artist, Momin Khan. Sting bought the slots straight after them to reveal that he powers up with Sting before recording, turning other brands' ads into demos of its energy.
- Brand
- Sting
- Agency
- IMPACT BBDO
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
Sting is Pakistan's top energy drink, but every rival made the same claims about speed and energy. The brand needed to prove its energy rather than talk about it, to young viewers in a cluttered category.
The idea
IMPACT BBDO identified commercials that ended with speedy disclaimers ahead of time and bought hundreds of TV slots immediately after them. Sting's spots then showed Momin Khan, the voice behind those disclaimers, drinking Sting before he records. The campaign ran only on television, nationwide, and avoided paying for prime-time space.
Results
- Brand identification up 74%, according to the Dubai Lynx entry
- 50 basis points of value share growth, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Film – Single-market CampaignGold
- Dubai Lynx 2025FilmGrand Prix
Credits
- Creative agency
- IMPACT BBDO Dubai
- Production
- BBDO Pakistan
- Production
- Rock n' Roll Productions
- Media placement
- Starcom Pakistan
- Chairman and CEO, Impact BBDO
- Dani Richa
- Chief Creative Officer, Impact BBDO
- Ali Rez
- CEO UAE, Impact BBDO
- Ghassan Kassabji
- Managing Director, Impact BBDO
- Jad El Rabahi
- Creative Director, Impact BBDO
- Martino Caliendo
- Head of Audio Visual, Impact BBDO
- Benjamin DeSouza
- Editor, Impact BBDO
- Sanil Chandran
- Traffic Manager, Impact BBDO
- Grenald Alves
- ECD / CEO, BBDO Pakistan
- Atiya Zaidi
- National ECD, BBDO Pakistan
- Nasir Qureshi
- Creative Director, BBDO Pakistan
- Syed Hamza
- Associate Creative Director, BBDO Pakistan
- Hina Ijaz
- Designer, Impact BBDO
- Lucia Tammaro
- Account Director, Impact BBDO
- Momin Saeed Khan
- Senior Account Manager, Impact BBDO
- Ahmad Rabbani
- Executive Producer, Rock n' Roll Productions
- Mohammad Jibran Baig
- Senior Marketing Director Beverages, PepsiCo
- Hakima Mirza
- Marketing Manager, PepsiCo
- Wali Sheikh
- Business Lead - Planning, Starcom
- Haseeb Zafar
- Business Lead - Buying, Starcom
- Ramis Khan
- Writer, Impact BBDO
- Shaheer Khan
- Art Director, Impact BBDO
- Andre Queiroz
