The dark humour of FP7's ad for Orange, in support of the national football team, may have ultimately earned it a ban from Egypt's Consumer Protection Agency. But it aired enough to win big in the latest Cresta Awards.
'Now or Never' took no less than three awards - Direction, Use of Music and Humour.
Egypt's national football team had not qualified for the World Cup in 28 years, and to stir up public support for the teams efforts to progress further in the latest qualifiers, the Cairo agency came up with a very brave and controversial rallying call.
The video shows old and often very unwell football fans who make it clear in an original song that, for them, it's now or never. They simply won't be alive next time Egypt gets a chance to qualify.