Because you deserve only the best - Asiacell | Clapboard Ad Archive

Asiacell’s 2019 campaign Because you deserve only the best, created by Leo Burnett for the Iraqi market, is a strategic and culturally resonant initiative that leverages the power of film to affirm the brand’s commitment to community support and women’s empowerment within the Electronics and Technology sector. Launched to coincide with International Women’s Day, the campaign eschews conventional product-centric storytelling in favor of an emotionally charged narrative that celebrates women’s resilience and contributions in Iraq’s social landscape, positioning Asiacell as a socially responsible brand aligned with progressive values. The film, crafted under the creative leadership of Leo Burnett, employs high production values and thoughtful direction to deliver a message that honors women not through direct technological demonstration but by associating the brand with aspirational and relatable user imagery, an approach that sits squarely in Clapboard’s FORMAT#10 ASSOCIATED USER IMAGERY. This format choice emphasizes personal identification and community representation over explicit product benefits, allowing the campaign to forge a deeper emotional connection with its target audience. The campaign’s three media assets cohesively reinforce this theme of respect and upliftment, weaving a consistent narrative that highlights the brand’s broader mission to empower women in Iraq. By engaging with a significant cultural moment and focusing on empowerment rather than transactional messaging, Asiacell integrates its brand identity with a socially meaningful cause, demonstrating how technology companies can authentically embed themselves within the social fabric they serve. Clapboard rates this campaign 57/100. This campaign matters to the industry because it exemplifies how technology brands can extend beyond functional communication to build cultural relevance by championing social issues that resonate deeply with their audiences.