A Burned Out Mandrill Proves There's More to Life Than the Daily Grind in Tajawal Travel Spot

Apr. 21, 2021

Burnout - and the physical and emotional distress that comes with overworking - is becoming an increasingly significant issue in many people’s lives. These long hours in the office and the inability to shut off at home are showcased in the latest spot from travel agent Tajawal, featuring a burned out, guitar-playing mandrill, longing for a break from the monotony of work. Directed by Great Guns’ Omar Hilal, the advert reminds us that there’s more to life than the daily grind. 

The spot follows an overworked mandrill, exhausted from long hours and an isolated lifestyle. Staying late at the office, struggling to sleep, and feeling unenthused about socialising with friends, his plight is accompanied by Del Amitri’s track ‘Nothing Ever Happens’. Finally, as he’s laying in bed one night, the mandrill comes across Tajawal Travel and realises the possibility of escaping his daily life and the emotional stress of overworking. 

Inspired by his own experiences visiting Dubai, director Omar Hilal combined the emotional impact of over-working with a specific artistic influence - a painting by Walton Ford called ‘Jack on His Deathbed’. After realising the artwork, featuring a sombre-looking ape reclining on a couch, felt like a depiction of a man tired of living, Omar settled on the idea of using an animal as the hero of the spot - especially one with an arresting and expressive face. 

Director Omar Hilal comments:

“The client’s target was the workforce of Dubai, composed entirely of expats who work endlessly to make ends meet. They long to get home, and never take a proper break. Being a regular visitor to Dubai, I’ve often seen buses packed with people, knocked out as they return to their houses late at night, ready for the next day’s shift in just a few short hours. I wanted to show these people’s plight, but without actually seeing them. The metaphor of ‘working like an animal’ came to mind when I saw the cover of Walton Ford’s book on my coffee table.”