UAE-based energy solutions provider and cable manufacturers Ducab has launched a new campaign during Ramadan, in collaboration with Press Play Productions, which takes the emotional route to showcase how people often overlook the value of essential products that power the most meaningful memories in their lives.
Ducab Group – which has two main divisions, namely Ducab Cables businesss and Ducab Metals business with six factories across Dubai and Abu Dhabi – often operates in the business-to-business (B2B) sector in the Middle East, within which creative advertising and narrative-based brand positioning are minimal.
To break the mould, Ducab’s latest campaign – which was broadcast on Dubai TV and Abu Dhabi TV and ran across social media channels – spoke to end-users and consumers, evoking nostalgia and reminding viewers of the often-overlooked role of power cables in their daily lives.
Sharing details in an exclusive statement to Campaign Middle East, Ducab stated that by tapping into sentimental emotions, the campaign highlighted how these essential products power the moments, conveniences, and advancements we often take for granted.
The campaign leaned into a relatable narrative, human-centric approach and emotional visuals and sound in order to translate the brand’s objectives into its creative output.
While creatively and subtly showcasing Ducab cables and its role in people’s every day lives, the campaign video narrates, “It’s been with us for ages. Countless days and years have passed by with it by our side, always there close at hand since the time of our older generation. In our life’s memories, it has had an impact every time. It was the promise behind our dreams, until hope turned into a reality. WIth its presence, the hard becomes easy, drawing those who seem far away, closer together. And when you need support, it appears, always ready to help as a genuine pillar of strength. It’s recognised by those who share the call out to prayer, and by those who stand together in devotion. It’s known by those who fast during Ramadan, and those who spend that blessed month with their loved ones.”
The campaign video leans into daily nostalgic memories of families in the front room, prayer times at the mosque, friends playing video games together, parents talking to their children, teachers in classrooms, visits to the hospital, long-distance calls between loved ones, and families breaking their fast at iftar – all while Ducab cables power these memories and moments silently in the backdrop.
The brand also leaned into elements of celebrity marketing by partnering with well-known and locally recognised Emirati actors, including Fatima Alhousani (@alhousani.f_a), Aisha Alzaabi (@3ashaalz3abi), and Moza Almazrooei (@moza_almazrooei1).
