Orange takes fandom to new levels

This new campaign for mobile phone provider Orange puts three of Egypt's football team in positions in which members of the public take it upon themselves to exert some control.

The Africa Cup of Nations is taking place in Cameroon, and Egypt - already seven-time winners - is aiming for an eighth title. But they can only achieve this ambition if the players remain focussed. So, in this three-spot campaign from director Amr El Hadad of Kay-Oh Productions, three of the squad are reminded by discipline-minded Egyptians that they need to look after themselves.

So, we see Mahmoud Hamdy stopped from riding his motorcycle for fear of injury, Ahmed Abou El Fotouh denied a plate of fries in a bid to remain healthy, and Ahmed Hegazi halted at the entrance to a late-night film screening so that he can get some necessary rest.