Apple has paid homage to Saudi soap operas in its latest Relax, it’s iPhone campaign, which features a series of Ramadan spots.
The campaign leans into two spots titled The Matchmaker and Favorite Son to highlight how the advanced camera features of an iPhone 16 Pro can smooth out life’s dramatic moments.
The advertisements, which are running across TV, digital, and social media platforms during Ramadan, feature well-known Saudi soap stars and rising social media personalities, including Reem Al Habeeb, Adwa Bader, Abdullah AlSadhan and Waleed Alkahtany.
To support the launch of the campaign, Apple hosted a Shot on iPhone workshop on 5 March 2025 in Riyadh, featuring the director, Ali Kalthami, who engaged with emerging Saudi filmmakers about iPhone filmmaking techniques.
The campaign will run throughout the Ramadan period from 1 March to 29 March 2025.
Under the direction of Ali Kalthami, the campaign was brought to life by creative agency TBWA\Media Arts Lab in London, as well as media agency OMD, London; production company Underground International; post-production company Coffee & TV and audio post-production company 750MPH.
The campaign intends to connect the brand with the cultural significance of Ramadan while increasing awareness about the iPhone 16 Pro’s capabilities in the Middle East markets.
The Matchmaker spot showcases the 4K120 fps slow motion capabilities of iPhone 16 Pro. To entice audience, the advertisement brings to life an aunt showing her niece a video of a potential husband, and the story unfolds from there.
Meanwhile, Favorite Son demonstrates the ability to shift focus between subjects after capturing photos, allowing a father to ensure his favourite son always remains front and center.
CREDITS:
Creative agency: TBWA\Media Arts Lab, London
Media agency: OMD, London
Director: Ali Kalthami
Production company: Underground International
Post-production company: Coffee & TV
Audio post-production company: 750MPH
Editing: LZRD
Director of photography: Pierre Mouarkesh
Music: Layal Watfeh, assistant composer Ahmad Mostafa Zaky
