Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Omar Biyari, Advocacy Director, Saudi Tourism Authority.
Samsung MENA: You Deserve More
The campaign taps into a relatable truth: many users feel smartphone upgrades have become incremental. The humour lands well. The only part that felt slightly off was the focus on voice-assistant frustration, as many iPhone users today rely on tools like ChatGPT or Gemini instead. Overall, it’s a well-executed campaign that might still resonate, though it might have landed stronger a couple of years earlier.
This campaign carries a message far bigger than a festive ad. The brand uses this insight of Indians living abroad smartly, positioning itself not just as a jeweller, but as a symbol of Indian heritage that prioritises the passing of culture and traditions. A subtle but powerful detail is the play of accents – the child’s slightly Western tone contrasted with the parents’ – highlighting how easily cultural identity can drift, and the parents’ role in preserving it. A thoughtful, well-executed campaign.
The campaign showcases strong production values. That said, there is an opportunity to strengthen impact by refining the brief toward clearer conversion goals. With a sharper objective, the creative could further highlight Careem Quik’s unique value in a competitive quick-commerce space. Expanding the creative beyond the healthy-cooking user could unlock even wider relevance.
National Bank of Egypt: A Call To All Egyptians
From the name to the creative idea, this work is built to speak to every Egyptian. The execution reinforces this intent through a diverse cast, signalling that anyone can be targeted by digital scams. The song’s pacing is especially effective: each line delivers one safety instruction, followed by a brief pause that allows viewers to absorb it. The final recap gives the campaign strong potential to resonate widely and drive real learning.
Some car brands exist for mobility, while others build a lifestyle and community around them – Jeep is firmly
the latter. The campaign delivers across the full funnel with clear intent. It drives awareness and builds consideration that can naturally transform into conversion, which is the ultimate commercial objective. The giveaways serve as a complementary layer, giving even non-owners a tangible entry point into the brand. A simple, well-structured campaign that balances culture and commercial impact effectively.
By Omar Biyari, Advocacy Director, Saudi Tourism Authority.
