We Got Your Back

Talabat · 2023

Planning a perfect evening provides a good starting point for comedy. The intention is clear, which makes every departure from the plan easier to recognise.

This Talabat Valentine’s Day film is built around comic escalation: familiar expectations, things going wrong, and a resolution connected to the delivery service.

Give the problem room to develop

A comic advertising idea needs the audience to understand what someone is trying to achieve. Without that, a mishap is just an event. With it, the viewer can anticipate the distance between the plan and the outcome.

Escalation provides structure. Each beat should change the situation enough to justify the next one, rather than merely repeat that the character is having a difficult day.

Let the product belong to the resolution

A delivery service has a practical role in this kind of premise. The creative challenge is to make that role arrive as part of the story, rather than pause the joke for a separate product explanation.

For me, that relationship is central to commercial comedy. The humour earns attention, but the brand needs a reason to be inside it. If the product can be replaced with almost anything, the connection may still be too loose.

Familiarity without over-explanation

A seasonal occasion gives viewers context quickly. The film can use that shared understanding to spend less time introducing the situation and more time developing it.

This project represents the comedy-led side of the Work collection. Its interest lies in a straightforward dramatic relationship: someone wants an evening to go well, the situation resists, and the service has a useful part to play in resolving it.