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World Cup Ad Campaign Reflects Newfound Hope Among Egyptians

A viral ad campaign in Egypt taps into a national mood shift from pessimism to hope as the Pharaohs stand on the verge of reaching the World Cup knockout stage for the first time. With four points from two matches — their best ever World Cup haul — Egypt faces Iran in the final group game. The ads mock Egyptians' habit of low expectations, a psychological defense shaped by years of economic and political turmoil.