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 Diana Džaka Bičo, Chief Marketing Officer – Middle East, Engel & Völkers.
Al-Futtaim Toyota: The Accidental Win
Even after only nine years in Dubai, the footage of the city’s early days stirred something inside me. Toyota’s The Accidental Icon truly stands out because it taps into something deeply human: nostalgia. Rather than focusing on car design or features, it celebrates the brand as a shared cultural symbol woven into the lives of generations across the UAE. The storytelling feels authentic and emotional, making it resonate with both locals and all those long-term residents who saw the city evolve over the years.
What makes this campaign from Magix so captivating is the ability to transform a simple, culturally specific phrase into an emotional series that you want to see through. The campaign demonstrates in a powerful way how language carries meaning that often cannot be translated directly, only felt. It’s real and relatable. The reactions seem genuine and unscripted, making everything highly shareable, which explains such strong organic performance.
This campaign deserves recognition for meeting its audience where they already spend their time. Rather than forcing a traditional advertising message into gaming, Almarai showed cultural awareness by thoughtfully integrating the brand into a platform that resonates with younger audiences. As someone who isn’t a gamer, I still found the concept relevant because it acknowledges where younger audiences spend their time today. It’s encouraging to see a regional brand experiment with emerging platforms in a way that feels natural.
In a time of unforeseen challenges, DIB shares a message of solidarity and unity. The campaign’s strength lies in its subtle approach. It doesn’t feel opportunistic or overly commercial. Instead, it reinforces the company’s values and builds emotional trust with its target audience in a time when it really matters.
AFC Asian Cup Saudi Arabia 2027: Ahlan Asia
What stood out to me in the campaign was how it combined warm visuals with effective storytelling to position Saudi as the host, inviting the entire continent. It shows the energy, diversity and passion, yet the message remains remarkably simple: a genuine welcome. Rather than focusing just on football, the ad captures a sense of anticipation and shared excitement about what is to come. Ahlan Asia feels less like a slogan and more like an invitation.
By Diana Džaka Bičo, Chief Marketing Officer – Middle East, Engel & Völkers.
