Fakih IVF has launched a new film inspired by The Odyssey, recasting the ancient epic’s themes of perseverance, obstacles and an uncertain journey as a metaphor for the path to parenthood.
Created by independent creative agency Think Human, the film opens like a traditional historical epic, with a crew of oarsmen battling their way across the water on what appears to be a monumental voyage.
The narrative gradually takes an unexpected turn as a series of unexplained events causes the crew to lose their way. The detour serves as a playful metaphor for the challenges that can arise on the journey to becoming parents.
When the journey can no longer continue on its own, science steps in to help move it forward.
The film ends with the line, “Some odysseys need a little help.”
Rather than relying on conventional fertility advertising centred on clinical settings and medical terminology, the campaign uses humour, storytelling and a familiar cultural reference to approach a subject that can often be difficult to discuss.
The film is part of a wider creative direction being developed for Fakih IVF, with the aim of making conversations around fertility more accessible and relatable while recognising the personal nature of individual fertility journeys.
The campaign was created by Think Human Creative. Ahmed Sherbini is the CEO, with Tiago Bastos and Kartik Aiyar serving as creative directors. Bastos is also the art director, while Aiyar is the copywriter. Talal Dakkak handled motion design.
The account team comprised Anastasia Younes, Ibrahim Sabbah and Omar El Sheikh, while Sharifa Sabry and Mike Petersen represented the client team.
