--- title: Marketing Egypt's Revolution | TIME description: As Egyptians look ahead to what's next, vendors, marketers, and advertisers are trying to capture the lightning in a bottle that was the Tahrir revolution canonical: https://time.com/video/Em4ejNLE/ og:title: Marketing Egypt's Revolution og:description: As Egyptians look ahead to what's next, vendors, marketers, and advertisers are trying to capture the lightning in a bottle that was the Tahrir revolution og:url: https://time.com/video/Em4ejNLE/ og:image: https://cdn.jwplayer.com/v2/media/Em4ejNLE/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: Marketing Egypt's Revolution twitter:description: As Egyptians look ahead to what's next, vendors, marketers, and advertisers are trying to capture the lightning in a bottle that was the Tahrir revolution twitter:image: https://cdn.jwplayer.com/v2/media/Em4ejNLE/poster.jpg?width=720 --- # Marketing Egypt's Revolution > Sponsored content. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Marketing Egypt's Revolution [Watch (HLS stream): Marketing Egypt's Revolution](https://cdn.jwplayer.com/manifests/Em4ejNLE.m3u8) (5:09)  _Published 2011-03-28. As Egyptians look ahead to what's next, vendors, marketers, and advertisers are trying to capture the lightning in a bottle that was the Tahrir revolution_ --- Jul 27, 2023 3:11 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [Egyptians Gather Together \(But Not United\) in Tahrir Square](/video/KFQHRIGz/) ### Egyptians Gather Together (But Not United) in Tahrir Square [The State of Egypt's Revolution: Growing Anger at the Army](/video/gy3NuXY6/) ### The State of Egypt's Revolution: Growing Anger at the Army [An Artist Paints the Egyptian Revolution](/video/rZ02p66x/) ### An Artist Paints the Egyptian Revolution --- ## Transcript >> In early March, just after prayer on a Friday afternoon, Cairo's Tahrir Square is full of thousands of Egyptians. They're here to bask in the energy of their revolution. They're also here to buy- 24- year- old Ahmed Ragab is setting up a few items just across the street from Tahrir Square. He worked at a hotel before the revolution. But like many locals, with business town, he lost his job. So, he's here instead squeezing as many Egyptian pounds as he can out of the new Egypt. The most popular product is the head strap because it has an Egyptian flag mark. Bumper stickers for cars, too, and the flags, too, are doing good. People put them in their cars or in their offices. These are the products that are selling the most. Ragab gets interrupted by a woman passing by who accuses him of profiteering of his countrymen's struggle for liberation. But Ragab can't be singled out. Vendors all over the city making money of some aspect of the revolution, flags, posters, T- shirts, bumper stickers. One local is even selling copies of the Constitution. While lots and lots of small bills are changing hands on the ground, a much bigger economic entity is literally looking down on the center of Cairo and the future of Egypt. This billboard from the local internet provider, TE Data, reads: There's a lot to do for our country. Let's not be late. It's one of thousands of signs going up around Cairo featuring both the Egyptian flag and some kind of inspirational message related to the revolution. Ali Ali and Maged Nassar run the creative agency, Elephant, their hip office just off the Nile has a war- hall inspired décor right down to the portrait of deposed President Hosni Mubarak that's migrated to the floor. These are the guys' companies and ad agencies call when they need a big idea. But lately, they haven't felt like answering any phone. Partly because business is down but partly, they say, because many potential clients are ruining the purity of the revolution. >> I think the first brand to advertise is probably the most evil. You know, when you see it, you know, it's very obvious. It was trying to say let's turn all this energy into money. >> Ali and Maged say, right now is the time for companies and advertisers to be quiet, even if it means losing profit. If you make a chocolate bar, they say, make it even better one. But do it because that's what a good Egyptian business does. >> We just hope this whole time makes help- makes marketing a bit better, you know, makes advertising a bit better. Advertising should- people should starting more respect for the consumer now that they proved that the people in Egypt are smart. We've always been told that the consumers is stupid. And I think the 25th of January is living proof that Egyptians are not stupid. >> A billboard in Cairo's Doki neighbourhood appears to be the common withdraw the eye of the Elephant Agency which got the colors of the Egyptian flag and the slogan, Ana Masry, I'm Egyptian. 22- year- old local, Kareem is hustling the work at a local Chinese restaurant. He stops to give us impression of the sun. >> It's good. Something that encourages youth and motivates them to work hard. >> The companies do care and it's a good thing. It is the first time we're seeing something like that in Egypt. -[ Foreign Language ] >> Ahmed Tolba is one of the few people who knows the origins of this curious Ana Masry ad popping up around the city. He's a professor of Marketing at the American University in Cairo. He's also an adviser on the Ana Masry project which is a viral campaign from a leading ad firm and a host of major corporations. Tolba says, smart companies are focusing on positive neutral messages. >> Long lives, Egypt. Egypt is great. The Egyptians are great. Egyptians are great doesn't have to say that we are the poor against the revolution. But they did- they did smart activities where good introductions. And what comes next? >> And what comes next says Tolba is marketing combined with PR. Companies should be instructive, he says, and develop Egypt's human capital as part of their message. >> We look up ideally means I'm Egyptian. I'm proud to be Egyptian. I am persistent. I got what I wanted and I insisted to get it. I have good manners. I do not throw things, throw garbages in the streets. I deal well with others. I am a forward thinker. I achieve- >> But it's yet to be seen if major companies and advertisers will take Tolba's advice. New ads for the popular candy bar, Snickers, have popped up around Cairo. The message on the sign, Build Your Country. It'll be up to Egyptians to decide if they knew the Snickers to do just that. 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