The music video features a bunch of old time, devout, Egyptian football fans singing in melancholic agony. Why? Because their team hasn’t qualified for the world cup in the last 28 years. Now, these senior fans, watching from intensive care units and in between popping meds, have one wish only, to see their team play in the world cup one final time! The darkly comedic musical is a dedication to the national team; a plea and a threat all at the same time. The message, it’s now or never.

Egypt hasn't qualified for the world cup in 28 years. A very frustrating 28 years! Every 4 years our hopes rise, only to be shattered with lame excuses. We've blamed everything from referees to the weather for our team's failure. The one consolation to the nation is, "there's always a next time".

But orange knew that excuses could only get us so far, the team needed to feel the pressure. The brand wanted the team to feel like there was no "next time". It was this time that mattered! Egypt needed a boost, Egyptians deserved one thing to be happy about, and football was always the answer.

To really strike a nerve and make the Egyptian team, its fans and the nation at large feel the urgency of the matter we needed to feature cast that actually had a real sense of urgency. One that no one could refute. It needed to be real for the people singing our song, it truly was a matter of now or never for them! But truth be told, these guys couldn’t and wouldn’t put up with multiple takes, memorizing lyrics, rapping to a beat. Let’s face it, that’s the age when grumpy is the mildest of moods. So instead, we worked with the 60-somethings. With fantastic make up and styling, those with a lot more spirit, helped us reflect a total loss of spirit, and unfaltering reason to qualify for the World Cup.