The konafa. The sambousak (sambosa for those who prefer that spelling). The qamar el din. The series. I’d say the family gatherings too but unfortunately, COVID-19 had other plans for us this Ramadan. Binging on every single series. And of course, the ads on television. When ads take up 15 to 20 minutes between episode breaks, you’re bound to watch at least a few.
Generally, ads come in all kinds of types ranging from those who are a call for action, those that ask for donations in hospitals or for social causes, and those that are for pure entertainment and generally promote a product. Every Ramadan has special ads; some of which we remember and reference forever. As Ramadan is almost midway, 925Egypt picked a couple of ads to spotlight that showcase social aspects of the Egyptian society in general.
1) Vodafone’s Celebrities To Promote Staying Home
Although featuring Mohamed Salah in any video will probably never get old and probably never seize to bring a smile on anyone’s face, perhaps using celebrities in ads should be a thing of the past.
Generally, we’ve gotten used to seeing celebrities in ads and all while we do enjoy it, is it really necessary? Many took the issue to social media saying that creative ads don’t need celebrities all the time and that using celebrities has become repetitive over the years.
However, it’s important to note that this video ad promotes staying at home and staying connected, which is something to remember during this Ramadan as many families and friends are unable to visit one another.
As Ahram Online wrote, “many celebrities are featured, some shown celebrating the holy month of Ramadan with their families through online media while practicing self-isolation at home.”
2) Orange’s Familial Feelings
Interestingly, social media users responded positively when it came to Orange’s ad which actually did not use any celebrities. Daily News Egypt reported that Orange’s TV commercial outperformed ads by the other telecommunications companies too.
Orange’s ad is everything that people need right now. The storyline, the lyrics by the Emirati singer Hussain Al-Jassmi, and the feeling of community just tie it all together. Much like Vodafone, the ad stresses the need to stay home during the pandemic, but it gives a sense of hope that soon enough, we will all be reunited again.
3) Pepsi & Chipsy: Support & Safety
Away from the telecom world, food outlets have refocused their Ramadan ads to fit that of safety, support and donations; which is exactly what Pepsi and Chipy did when they collaborated together.
In the past, what we remember of Chipsy, Pepsi and most food-related ads, is that they focus on familial gatherings. This time was a little different with their focus being on proactive in the community bank where they collaborated with the Egyptian FoodBank to produce 2 million iftar boxes for people who need it.
In a time of desperation in COVID-19, the focus shifted to health and supporting doctors, while poverty still plagues the country. Such initiatives being promoted in ads are necessary in keeping the community aware.
4) Madinaty: Heavenly Place, But Not Accessible To Everyone
One ad that truly caught everyone’s attention was the showcasing Madinaty as the ultimate destination to live and be a part of in Egypt. While the scenery is beautiful and perhaps it is a safe, clean and happy environment, the ad was not met with positive responses from everyone. Instead, it was viewed as classist by many.
Scoop Empire wrote that, “viewers thought the most frustrating element in the entire ad was the people’s quotes”. The quotes are along the lines of “people here are all alike”, “people here understand the meaning of privacy” and “we never have to leave Madinaty”.
Of course it is important to recognize that Egypt has always had gated communities, even in summer seaside areas where ads and billboards showcase ‘the perfect lifestyle’ and ‘heaven on earth’. While some people can afford the lifestyle, not everyone can. Knowing the audience is key to creating a successful ad, hence it was the lack of connection this advertisement had to a huge majority of society that caused controversy.
5) Cottonil Goes A Bit Too Far
Another ad that made headlines this Ramadan was Cottonil’s. In fact, Ahram Online reported that, “the company pulled the ad following condemnation over what some deemed ‘indecent’ content and sexual innuendos”.
Cottonil, an underwear and lounge-wear brand, produced a video ad featuring Mais Hamdan, a Jordanian singer and actress that watches her male neighbor with binoculars as she praises his ‘masculinity and muscles’.
After almost immediate backlash, the ad was removed in two days. Cottonil publicly apologized and promised to present appropriate content that fits the Egyptian society.
True that advertising comes from creativity, but being socially aware of what the community is capable of tolerating is necessary; and this is something that simply differs from one country to another.
