Dubai: A light-hearted video on how screen addiction has come to dominate daily life that was shot in Dubai and uploaded on YouTube has gone viral.
Called Social Media Guard, the video by Coca Cola Middle East has had over four million views since its launch on February 19, Tolga Cebe, Head of Marketing for Coca-Cola Middle East, said. “The video is a light-hearted look at how screen addiction can dominate our daily lives and has changed the way that we share “real” moments with each other. This is not to downplay the value that technology brings to our lives, rather an invitation to enjoy every day’s uplifting moments as they happen, ” Cebe said.
He said there was a reason why the video was shot in Dubai. “The UAE is one of the most technologically advanced countries in the Middle East and this is partly why we decided to shoot the video here. On average, 18-34 year olds in the UAE check their phone every nine minutes, with social media sites taking at least 30 per cent of all mobile phone usage. It is this dominating role that social media plays in our lives that has changed the way we share moments with each other. Coca-Cola wanted to initiate conversation on this and decided the best way was online — where their target audience was.”
He said the Guard tries to encourage people to look up from their phones, laptops or tablets and appreciate the real world around them. “By doing so, Coca-Cola reminds us of the joy in sharing these offline moments with friends and family.”
