How 2milimeters Made a Power Cut Work for Media in Iran
Media's "Be Amazed" campaign is a single-film Iranian advertisement, created by 2milimeters studio and released in December 2024, that uses a household power outage to dramatise the brand's promise of continuous, surprising entertainment that persists even when ordinary circumstances fail, according to Deema Agency.
The campaign's narrative is deceptively simple. A family goes about its domestic routine in Iran — the father operating an electric drill — when a power cut silences the house. The drill sound, however, continues from outside. Drawn by curiosity, the family steps out and discovers a neighbour using the same tool, unplugged from the grid that just failed them. That single image carries the campaign's entire argument: Media's entertainment offering endures beyond the interruptions that define everyday life.
Produced as a one-asset film, "Be Amazed" was published on December 14, 2024, making it the only documented campaign associated with the Media brand to date. The creative was developed entirely within Iran, targeting domestic audiences familiar with the texture of Iranian household life — shared spaces, collective curiosity, and the small spectacles that punctuate routine, according to 6wresearch. 2milimeters studio, the Tehran-based creative agency responsible for the work, positioned the film as a narrative vehicle rather than a product demonstration, allowing metaphor to carry the brand message. The Clapboard Score for "Be Amazed" stands at 53 out of 100, reflecting the campaign's conceptual ambition measured against its current limited archive engagement.
Iran's media and entertainment advertising environment presents a distinct strategic landscape. The Iranian advertising market was estimated at approximately US$2.22 billion in 2024, according to IMARC Group, with forecasts projecting growth toward US$3.15 billion by 2033. Within that market, digital channels have gained significant ground: Iranian digital advertising was measured at approximately 11 thousand billion toman during Iranian year 1402, according to Adsize.io, signalling a meaningful shift in how brands reach audiences online, according to Opus Lib Uts Edu Au.
The entertainment sector itself reflects that growth. The Iranian video-on-demand market was estimated at approximately US$140 million in 2024, according to Clapboard's market research, while the Iranian cinema market sat at approximately US$20 million over the same period — making the VOD segment roughly six to seven times larger than theatrical. Approximately 480 series episodes were produced for online platforms across 2024, indicating a rapidly maturing content ecosystem in which entertainment brands compete intensely for audience attention.
It is within this context that 2milimeters chose a narrative strategy rather than a feature-led approach. Competitors operating in the Iranian streaming and media space, including local VOD platform Filimo and international-origin services that have carved regional footholds, have largely relied on content catalogues and platform-feature advertising. Media's "Be Amazed" instead anchors its message in domestic relatability — a family, a home, an unexpected sound — trusting that emotional recognition will outperform feature lists in a market where audience trust is earned through familiarity. The campaign taps into a consumer insight native to the Iranian market: that disruption is not exceptional but routine, and that the brands worth attention are the ones that remain present through it, according to Campaignmediaawards.
Javad Samiei directed "Be Amazed" and served as head of ideation, anchoring both the visual conception and the narrative logic of the film within a single creative authority. That unified perspective is legible on screen: the campaign does not waste motion. Every cut serves the central misdirection — the family hears continuity where they expect silence — and the resolution lands with the economy of a well-constructed short story.
The production team assembled by 2milimeters studio brought disciplined craft to a contained scenario. Director of photography Imanghanbari lit and framed the domestic interior to feel recognisably Iranian — warm, lived-in, specific — before the family steps outside into a space that reframes everything they thought they understood. Script supervision was handled by Amir Saeidi, production management by Reza Rezaei, and editing alongside colour correction by Somayeh Mohammad Rezaei, whose grade sustains a consistent visual temperature across the film's interior and exterior settings. Actor Jafar Ansaripour appears in the film, lending a face familiar to Iranian audiences to anchor the campaign's human moment.
The creative decision to build the entire campaign on a single film asset reflects both a budget discipline common in emerging market advertising and a deliberate formal choice. One asset, one idea, one payoff. The drill — an object of noise, work, and domestic progress — becomes the film's structural engine. Its sound persisting through a power cut is the brand's argument made physical. 2milimeters studio did not need a second execution to make the point. The restraint is itself a creative statement, and it places the full weight of the campaign on the quality of the narrative build rather than on repetition or volume.
No verified third-party performance data for the "Be Amazed" campaign — including sales lift, revenue impact, or audience reach figures — is publicly available. The campaign has not appeared on the shortlists or winner rosters of Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or the WARC Awards as of the time of writing.
Within Clapboard's own archive, the campaign has registered 47 views, zero likes, and zero comments since its listing date of December 14, 2024. Those numbers reflect early-stage discoverability rather than creative quality — a single-asset film from a market that remains underrepresented in global advertising archives will predictably accumulate engagement more slowly than work from established Western or East Asian markets.
Structurally, "Be Amazed" demonstrates several characteristics associated with durable advertising effectiveness. The narrative misdirection creates genuine curiosity before the reveal; the brand's core promise — persistent, surprising entertainment — is embedded in the plot mechanics rather than stated in copy; and the domestic setting ensures immediate identification for Iranian viewers. These are properties that tend to generate recall without requiring high-frequency media delivery. The Clapboard Score of 53 out of 100 positions the campaign as competent and conceptually coherent, with room to grow in areas of cultural distinctiveness and measurable impact. Whether the campaign achieved its commercial objectives for Media remains unverifiable from public sources.
"Be Amazed" is a single-film advertisement created by 2milimeters studio for the Iranian brand Media, released in December 2024. The film follows a family who hear a drill continue sounding after a power cut, then discover a neighbour outside using one — a metaphor for Media's promise of uninterrupted entertainment.
Javad Samiei directed "Be Amazed" and served as head of ideation for the campaign. The full production team at 2milimeters studio included director of photography Imanghanbari, script supervisor Amir Saeidi, production manager Reza Rezaei, and editor and colourist Somayeh Mohammad Rezaei, with actor Jafar Ansaripour on screen.
"Be Amazed" targets Iranian domestic audiences. Iran's video-on-demand market was estimated at approximately US$140 million in 2024, according to Clapboard's market research, and the broader Iranian advertising market reached an estimated US$2.22 billion that year, according to IMARC Group, making it an actively growing media environment.
"Be Amazed" holds a Clapboard Score of 53 out of 100. The score reflects the campaign's conceptual clarity and narrative craft while acknowledging limited measurable archive engagement, with 47 views and no public record of awards recognition at major international shows as of the time of writing.
No verified awards or finalist placements for "Be Amazed" have been found at Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or the WARC Awards. The campaign was published in December 2024 and represents the only documented work associated with the Media brand.
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