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Maged Nassar

@magedmnassar

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Film director / Co-founder of @goodpeoplefilms
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Nobody expected a cheese mascot to become mildly terrifying, but Panda Cheese somehow made that work perfectly. “Never Say No to Panda” took one ridiculously simple rule and built an entire campaign around it. Someone refuses Panda Cheese, Buddy Holly’s “True Love Ways” starts playing, and suddenly a silent panda is standing there, staring long enough for everyone to realise that something is about to go very wrong. No complicated setup was needed. Offices, supermarkets, hospitals and other everyday situations became playgrounds for the same recurring idea, with Panda responding to rejection through a combination of awkward silence, absolute calm and completely disproportionate destruction. Knowing what was coming only made the films funnier, because the real question was never whether Panda would react, but how far he would take it this time. That repetition gave the campaign its identity. Soft music clashed with physical chaos, an innocent-looking mascot became unexpectedly intimidating, and “باندا ميتقالهاش لأ” turned into a line that worked just as well outside the ad as it did inside it. Creatively brought to life by Advantage Marketing & Advertising/Elephant Cairo, with Ali Ali and Maged Nassar as Creative Directors, directed by Ali Ali, with cinematography by Pedro Del Rey, production by The House Productions with Hossam Fawzy as Producer, “Never Say No to Panda” went on to win two Grands Prix at Dubai Lynx, a Silver Film Lion at Cannes Lions, and Gold for Film at the Epica Awards. What started as a simple way to make Panda Cheese feel impossible to refuse ended up giving Egyptian advertising one of its most recognizable mascots and ads, while proving that a stare, a song and a very bad reaction to hearing “no” could travel much further than the product itself. Follow us for more “Let Me Tell You More About Iconic Ads,” as we revisit the campaigns we still quote, remember, and talk about years later. by @magedmnassar
by @magedmnassar
Some commercials are remembered for a single joke or line, but Dolceca’s 2016 “No Matter What” made the rhythm of the writing itself part of what people remembered, building the entire film around a ping-pong style of dialogue where every line bounced naturally into the next until the joke finally landed on one simple thought, “مفيش حاجة تستاهل تسيب الكون عشانها”. Rather than waiting for one big punchline, the campaign kept the humor moving throughout the film, with each response opening the door to another exaggeration and every exchange pushing the situation a little further. That back-and-forth structure gave the copy its own pace and personality, while keeping the Dolceca cone at the center without forcing the product into the conversation. What made the idea work was how naturally the writing and product came together. “الكون” already carried the wordplay, and the ping-pong rhythm kept building around it until holding onto the cone became the one thing that somehow made sense no matter what was happening around it, turning a straightforward product message into a line people could quote long after the campaign ended. Creatively brought to life by JWT Cairo, with Ahmed Wahid, Eslam Hossam and Malek Sharif on the creative team, “No Matter What” was directed by Maged Nassar, bringing the writing’s fast back-and-forth rhythm into a film that felt just as playful visually as it did on the page. Years later, “مفيش حاجة تستاهل تسيب الكون عشانها” still brings the ad back almost instantly, along with a style of writing that made the joke feel like a conversation rather than a conventional commercial and gave Dolceca another memorable piece of its playful advertising identity. Follow us for more “Let Me Tell You More About Iconic Ads,” as we revisit the campaigns we still quote, remember, and talk about years later. by @magedmnassar
by @magedmnassar
2025 recce in Jaradiya. by @magedmnassar
by @magedmnassar
XLIII Maratón de la Ciudad de México. by @magedmnassar
Maratón Internacional de la Ciudad de México by @magedmnassar
The first story Maged Nassar ever chose was not his own. It was a film he picked from a video store across from his childhood home. That small ritual would eventually lead him from set design and graphic design into advertising, writing, film sets and directing. In 2018, his partnership with Ali Ali at Good People added another chapter, built less on agreement than on curiosity, challenge and mutual respect. Now, Nassar is writing a feature film he hopes to produce and direct — a story that can breathe beyond the fast pace of advertising. His career may look like a series of detours, but each one gave him another way to see.🚀✨ Maged Nassar @magedmnassar is still searching for stories. Only now, he wants to be the one creating them. #thegulfmagazine #thegulfmag #magednassar #creativeDirector #filmmaking [Maged Nassar, Egyptian creative director, advertising, filmmaking, graphic design, Good People, feature film, directing] by @magedmnassar
His scripts may start with a blank page, but behind every filmmaker is a watch list filled with stories that shape their vision. Egyptian director Maged Nassar shares 5 films that caught his attention, offering a glimpse into the inspirations behind his creative eye. 📸: @theseify by @magedmnassar
Mount Fuji through train window. Tribute to Hokusai and Ozu 💛🧡 by @magedmnassar
Budapest 2023 by @magedmnassar

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