The Ambush (2022) [Arabic]
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\"How long before backup arrives\" Saban Films has debuted a new US trailer for a \"high-octane foreign action film\" titled The Ambush, directed by French action filmmaker Pierre Morel - of District B13, Taken, From Paris with Love, The Gunman, and Peppermint previously. It's based on a true story about soldiers from the UAE. In 2018, during the Yemen War, Emirati Armed Forces soldiers based in Mocha are deployed on a mission. In the middle of a routine patrol, they are ambushed in a valley by rebel combatants. Their commander leads a daring mission to rescue them. It was already released last year in the UAE, and will be out in the US this November on VOD. The military action film stars Marwan Abdulla Saleh, Khalifa Al Jassem, Mohammed Ahmed, Mansoor Alfeeli, Khalifa Albahri, & Ibrahim Almusharaakh. This looks like every other American military action movie, just set in the UAE - same uniforms, same weapons, same choppers. As of December 2021, it is highest grossing Emirati & Arabic-language film ever in the UAE.
The Ambush is an unrelentingly intense action film based on a true story from the director of Taken. When their armored vehicle is attacked by heavy enemy gunfire and becomes trapped in a remote canyon, three UAE soldiers desperately await salvation. As troops arrive to offer aid, they too, are ambushed. Their final hope is a daring rescue mission plotted by their courageous commander. The Ambush, originally known as Al Kameen or الكمين in Arabic, is directed by French action filmmaker Pierre Morel, director of the movies District B13, Taken, From Paris with Love, The Gunman, and Peppermint previously. The screenplay is written by Brandon Birtell and Kurtis Birtell. Produced by Derek Dauchy and Jennifer Roth. This originally opened in the UAE in November last year. Saban Films will debut Morel's The Ambush in select US theaters on October 28th, 2022, then on VOD starting November 1st this fall. Anyone interested in watching
The Ethiopian Human Rights Commission said on Sunday that the previously unreported attack occurred on March 2 in Metekel, in the Benishangul-Gumuz region. Twenty soldiers and three civilians were killed in the ambush, while 30 attackers died during the day-long gun battle that followed.
It is the winter of 2018, the men and women of the UAE military are deployed to provide aid. At the Mocha Base, spirits are high as three Emirati soldiers anticipate an imminent return home. While on their final routine patrol, the three soldiers, Ali, Bilal and Hindasi are ambushed by heavily armed militants on their route, through a narrow canyon. Trapped, wounded, and out of communication range, the three soldiers realize the gravity of their situation. They are running out of options, munitions - and time. Back at the base, their commander receives word and realizes that the assault on the UAE army patrol was premeditated. A rescue mission is quickly put into action, but will air and land support reach the men in time, and will they survive
EL GARADAI (26 Apr.) - Five people were killed and another five were injured in an ambush in East Darfur by the security services on Thursday, according to updated information Radio Dabanga has received.
A tribal leader from the area and a UN official told The Associated Press that the ambush took place near the town of Al-Abr, in Yemen's eastern Hadramout province. Both spoke on condition of anonymity out of fear of reprisals.
On the final patrol of their deployment, three soldiers are ambushed by heavily armed militants, leaving them wounded, isolated, and nearly out of ammunition. Upon receiving word of the attack, their commanding officer undertakes a daring, midnight-hour operation to free his men.
Rima Khadija was shot on Saturday by an unidentified man as she stood beside her car and fled the scene. According to media reports, the mother of four had returned from buying groceries, when she was ambushed by the man who was waiting near her home. Her 8-year-old son was sitting at her side when she was shot.
CONTINGENCY OPERATING SITE MAREZ, Iraq -- Soldiers assigned to 1st Squadron, 9th Cavalry Regiment, 4th Advise and Assist Brigade, 1st Cavalry Division, trained Iraqi soldiers to react to an enemy ambush at Al Ghuzlani Warrior Training Center (GWTC), here, Jan. 5.
\"The reason we are giving them this training is so they will be able to defend themselves against the enemy if they ever encounter an ambush,\" said Sgt. Martin Gaymon, a cavalry scout assigned to Troop A, 1st Sqdn., 9th Cav. Regt.
It's all over. The trophies have been handed over, GOAT discussions has finally been settled (or not), the metro men can finally rest... A lot has been said and analysed about Qatar 2022, but ambush marketing has stayed mostly under the radar this time around.
There were probably two main reasons behind this. The controversy surrounding the event being one, meaning it was not a very appealing proposition for reputation-mindful brands to ambush the event. The other reason was the unique compactness of the event and the characteristics of Doha - with everything happening in a single host city (and most event-related infrastructure having been purposely built), the geographical scope for ambush by intrusion stunts, and the opportunity for conflict with existing businesses and brands, was massively reduced (and, no doubt, the work of FIFA's brand police was also key).
But it also wasn't plain sailing, and a major event of this scale and complexity always attracts ambush marketing veterans and wannabes alike, as multiple ambush opportunities are there to be seized. So before we close the (history) books and move on to the next major event, here is my usual list of the best Ambush Marketing stunts and campaigns to have been rolled out in the past month using the global football bonanza:
Mastercard also put in a credible bid for the ambushing trophy, by deploying a massive campaign with Luis Figo. Apart from onboarding the former football great in their campaign, they partnered with (official sponsor) Qatar Airways to make sure anyone using the official airline to travel to/from Doha would watch multiple Qatar-themed Priceless to Me ads. They then left the rest to clever advertising space buying around Doha, especially on the metro, and in Qatar's malls managing, in at least one of them, to directly combine Mastercard branding with official event branding(!).
Expedia was a surprise addition into this group. Sure, their \"Home\" video, albeit picked up as ambush, was only partially football-themed, and clever (and good) enough to stay clear of the red line. And the various \"World Cup\" experiences in Doha available on their website always had a third party involved, meaning Expedia would probably dispute any direct responsibility in that. But the kicker was the unofficial Ticketing Resale Platform that was set up in the leadup to the event, wherein you could buy, from anywhere, World Cup tickets (the eternal gold dust).
Samsung fielded a conservative strategy in their ambush bid. And it was definitely not an original one (as it replicates previous attempts by Apple at other major events). But it's still a high-impact one, as offering to customize phones and watch faces in participating team colours is a campaign which although hard to communicate without stepping on the line too much, strikes a tone with tech-savvy crowds who voluntarily sign on to the ambush campaign for at least a few weeks.
The language learning app Duolingo also got in on the game with a page straight out of the ambush 101 manual - they claimed to sponsor a team from Brazil called Catar F.C. and used that premise as a hook to launch a Brazil-wide campaign directly alluding to the \"real\" Qatar, in a footballing context, even managing to play the card of the good corporate citizens \"the other Qatar is a team that everyone can be proud of!\"
Local organizers() covering the brand of some electric scooters scattered around Doha was the most random anti-ambush measure attempted. Sure, some companies ignored their designated areas (promising Game time in no time and applying World Cup fees) but sticking black tape on a handful of them achieves little or nothing. The success of this unofficial transport mode was probably a late surprise for everyone.
Early on, Brewdog brewery tried to jump on the ambushing high horse, using some cheap tricks and drumming loud to the anti-band that always dominates the final weeks before major events start. But, although successful at first, their strategy quickly unravelled when it became obvious they had a lot of in-house cleaning to do before they could take the moral high ground, and the fine print of their selfless commercial strategy ended up going down the wrong hole.
Commercial sponsors are entitled to legal protection of their vital investments. Ambush marketing can compromise the value proposition in any one or all three of those areas. For sponsors that pay millions of dollars for a share of those rights (and in a number of cases significantly more than that in the activation of those rights) ambush marketing jeopardises that investment. Unchecked, this weakens the product the organisers are offering, dilutes the value and ultimately reduces the ability of an event to attract future sponsors.
The process of facilitating and promulgating enabling legislation should be well under way in Qatar to effect changes to laws and standards for the World Cup. Qatar, in conjunction with FIFA, should ensure the best possible legal framework to deter ambush marketing is in place well before 2022. Effectiveness suggests this needs to be complemented by a flexible and dynamic ability to enforce that framework of legal rights and restrictions to maximise sponsor value as well as protecting the short- and long-term value of the event, whilst taking into account the requirements of internal and external stakeholders to set the table for a successful tournament for FIFA and the host nation as well leaving a meaningful legacy for improved intellectual property protection. 59ce067264