A Sky News Arabia article by writer Saber Hassam al-Din discusses the return of actress Sherihan to the artistic scene after a long absence. The article states: After being away for more than 19 years and with her first appearance on screen, the Egyptian star Sherihan captured attention as soon as her advertisement with a mobile company was released, becoming a trending topic on social media. Most viewers noted that the ad tells the story of the retired artist and highlights important milestones in her life.
In exclusive statements to Sky News Arabia, the ad's director, Mohamed Shaker, reveals the behind-the-scenes of the project and responds to criticisms regarding the ad's duration.
**"More than Just an Ad"**
"The issue is bigger than just an ad for a product; it is an artistic work that carries a message that brought together the team, Sherihan, and the announcing company. Who can tell you that you can continue despite difficulties like Sherihan?" the Egyptian director began.
Shaker adds, "While working on the ad’s concept, Sherihan said to us, 'I want to comfort people in these difficult times.' She carried a deep love for the audience that had not forgotten her during her absence from screens, wanting to give back by conveying a message of hope. Simply put, Sherihan tells you about her struggles, saying she still dreams and strives without fatigue, urging you never to stop your journey no matter what."
The director notes that Sherihan’s return could not happen through a traditional ad or a predictable concept. He explains that the Egyptian artist herself informed the team that she preferred not to remind people of the quiz shows she was famous for previously, but instead aim to express something stronger through the ad after years of silence.
**Audience Analysis**
Immediately after the ad was released, social media users began analyzing its scenes and connecting them to events and milestones in Sherihan's life. Shaker asserts that such analyses are an essential part of the ad's success. He continues, "I prefer not to respond to those analyses, leaving the viewers to receive the details of the work in their own way. Explanation spoils the artistic work and diminishes its beauty. Our role as a working team ends with the ad's appearance on screen, and we should not explain it."
The Egyptian director expresses his happiness with audience reactions to the ad, whether positive or negative, stating, "It’s important that your work does not pass unnoticed by the audience but rather that viewers have an opinion about your artistic product, which in itself is a success."
In response to some objections regarding the ad's length, Shaker says, "We had a story lasting 4 minutes; I cannot hasten its events because each part contains details important for the viewer to understand more deeply." He believes that "Sherihan's appearance on screen after years of absence probably captivated the audience’s attention, so with repeated views, they may notice new details they missed on the first watch."
He continues: "The audience likely had a preconceived notion about the ad, so upon its release, some felt its length was excessive. However, as I clarified, it's not just an ad; Sherihan's appearance is not solely for marketing a product; there’s a deeper message we wanted to share with the audience."
**Performances**
Amidst various analyses and opinions, everyone admired Sherihan's performance in the ad, especially given that it came after years of absence and health issues. Shaker explains, "Sherihan has the ability to perform even more challenging routines than those presented in the ad, and her energy during filming inspired everyone in the team to deliver their best. She was impressive and completely genuine in her performance, encouraging everyone by her energy, not just her words."
**Sherihan’s Courage**
He believes that "it's not just about returning to the screen; she has always had the opportunity to reappear. The courage to share all those life stages with the audience without fear, aiming to uplift them with sincere heart and genuine feelings, is not easy and deserves commendation."
Shaker concludes, "Sherihan could have appeared in simple displays suitable for Ramadan's atmosphere and its associated ideas and customs, but she preferred to send a message to the audience, and for her appearance to be aimed at 'comforting people,' as she told the team initially."
