Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our ‘Works’ from August is by Juhi Rupani, Creative Director at Eye Studio.
What makes this campaign stand out is how it quietly redefines visibility.
It’s not just an ad; it’s a statement about owning space where representation has often been overlooked. Using AR to amplify hijab rights in the Olympics, takes something typically virtual, and gives it a very human, emotional weight.
It’s about being seen, quite literally, in a world stage where visibility has always been selective.
At first glance, it’s easy to see this as just a playful pun campaign, but what IKEA does so cleverly here is speak the language of cultural intimacy. A quiet nod to the way brands can seamlessly become part of everyday conversations. IKEA takes something as simple as its name and weaves it into the local dialect, making it feel like it belongs in the local narrative.
Uber: The Right Choice for a Taxi
Uber’s sitcom-inspired ad is doing something subtle but groundbreaking – it’s reintroducing itself as more than a service, a character in the story of your life. This isn’t just a nostalgic throwback to comfort TV; it’s a way of positioning Uber as part of your everyday routines. The real brilliance here is how it softens Uber’s image, making it feel less transactional and more like a reliable friend.
This Al Nassr FC ad, at its core, is about transformation. It’s not just showing the new kit; it’s showcasing a shift in identity. The choice to intertwine fashion and football speaks to how deeply sports culture is evolving — fans are no longer just spectators, they’re participants in the lifestyle that surrounds the game.
Samsung: I’ve Brought My A-Game
What’s different about this Samsung campaign is how it merges technology with rhythm in a way that feels effortless. It’s selling a feeling – a shared beat between tech and culture. The inclusion of Wegz taps into a generational pulse, but it’s the way the campaign moves that feels revolutionary. The phone is not the hero; it’s a co-star in a lifestyle that’s vibrant, and spontaneous.
