Ahmed Zawar
Associate Director – Pakistan Repertoire
Sony Music Entertainment
It’s one of the best Pakistani ads I’ve seen in recent times. The product itself is deeply rooted in strong insights and a significant social truth. The creative approach used to reflect this in the ad is nothing short of brilliant. There’s no doubt that, when it comes to matters of inheritance, women are often treated as if they don’t even exist.
This is brilliantly portrayed throughout the ad in multiple ways. I particularly liked the scene where a woman’s signature keeps disappearing – hats off to the creative team behind it. What I also appreciated was the depiction of various social strata, which is again very true; when it comes to inheritance matters, it doesn’t matter which social class you belong to as long as you’re a woman, you are discriminated against. Overall, it is very well shot, and the song and music used add great value. Well done!
Zahid Qureshi
Creative Director
Soho Square
In today’s world, brand activism can be considered a valuable tool. As public sentiment becomes more vocal and visible, brands can leverage it to foster authentic connections with consumers—though there’s always a risk of backlash or polarisation. When executed correctly, however, it can enhance positive brand perception and provide companies with a competitive edge.
The Invisible Heirs tastefully encapsulates women’s feelings of being unseen, unheard, and ultimately excluded from inheritance. The narrative is strong and covers all the roles a woman plays in our society, highlighting how she is equally disregarded in each of them when it comes to inheritance.
The ad excels in its “product-problem connect,” introducing the brand’s solution at the perfect moment and reinforcing its relevance. Visually and aurally, the treatment is powerful, with the final narration delivering a message that resonates, further supported by an eye-opening statistic as proof of the issue. While it’s difficult to predict the ad’s long-term effectiveness, it is undoubtedly a thought-provoking and impactful piece.
Sabir Shah
Associate Creative Director
Synite Digital
As a creative in the industry, this ad makes me tear up with the joy, not just on the concept of the ad but on the hope that it gives to other creatives. There is hope of good ideas and concepts being up on the screens. The most genius thing about this ad, apart from its crucial insight and matter, is the creative hook.
Exposing the underbelly of our society in a creative way, truly highlighting not just the issue but through a visual execution that resonates with the locked away feeling of all female audiences around us, the feeling of being unseen and being easily overlooked when it comes to financial stature and rights of a woman, making it a norm. Adding more value to the whole equation was the sound design, composition and hard-hitting lyrics. This ad is definitely going to be a reference point for many to come and kudos to the brand as it brings the focus on topics that really need to be highlighted and talked about. Hope to see more brands being bold and more creatives using the power of their mind to bring about a definite and positive change in the industry as well as society.
Osama Sarwar
Head of Marketing
Bachaa Party
The ad is really a film, an ad film with a purpose! Some brands really had to work on the insight, an insight that unfortunately limits the freedom of women. The product is simple, a calculator that has been programmed with percentages and ratios, but the ad does more than justice to it, that’s what advertising is supposed to do anyway – tell a story in a way people haven’t seen it before, make it thought-provoking and direct the audience to become potential customers.
The various roles of a woman have been portrayed and stylised to perfection, really intriguing the viewer to think what’s coming next? A simple product sold in a brilliant way. Kudos to the teams involved with this campaign.
