McCann’s FP/7 challenges middle-eastern stereotypes in new music video

We observed earlier that agencies need zero-based creativity in today’s marketing world – less fancifully, perhaps, that they need to take the work where they can find it.

As FP7/McCann in Beirut is doing here with a music video, ‘Roman,’ for indie band Mashrou’ Leila, directed by Jessy Mousallem for Clandestino Films. In their words it “illustrates how struggle and conflict can be used as a starting place for progress. Using traditionally-dressed Arab women as the central point of strength and movement, the video purposefully celebrates middle-eastern feminism.”

The lead lady might be a middle-eastern version of Margaret Qualley in Spike Jonze’s famous Kenzo commercial.

We’ve also seen Nike usefully challenging gender stereotypes in India (below).

MAA creative scale: 8.