Brands have a huge role to play during these uncertain times of COVID-19.
A recent study conducted by Edelman has revealed that as well as offering new products and services that specifically target pandemic-related life challenges, brands have an important role to play as communicators.
The study also showed that what people most want to see from brands at the moment is tangible and helpful action. Transparency, empathy and compassion being paramount!
The majority of people in the study also indicated that how well a company responds to the coronavirus crisis, will have a huge impact on their likelihood of buying from it in the future. Many, too, have started using a new brand because of the innovative or compassionate way the brand has behaved since the pandemic began.
So with no manual for these uncertain times, how have brands handled this new norm of advertising? While some have withdrawn from the scene in a crisis, others have seized the opportunity to reach out to the community and stay relevant.
From heart-warming and comforting ads, to Ramadan-centric, storytelling and informative ads, here’s a list of must-watch video brand campaigns from across the Middle East:
Till We Meet Again – Visit Dubai
Abu Dhabi: Stay Home, Stay Safe, Stay Curious – Visit Abu Dhabi
Ode to Empty Roads – Nissan Middle East
Do You Remember – Emirates
We Are One – Expo 2020 Dubai
A Message From Expo 2020 Dubai – Expo 2020 Dubai
A World We Deserve – Babyshop
Proud of You – Bank Dhofar
Ramadan Lives On – stc Kuwait
Stay Home. We Deliver – Domino’s
#StayHome – Honda
#Homemade_Ramadan – du
Thank you Heroes! – Cafu
Ramadan 2020 | An Ooredoo Story – Oooredoo
Together In Spirit – MG Middle East
Our colleagues and partners…We miss you and we’ll see you soon – TECOM Group
Covid-19: Preventive Measures – Motivate Val Morgan
Source: Edelman, Campaign Middle East and YouTube
Since Covid-19 started, the activity of many brands has been significantly altered. One sector that is being affected is automotive. Brands are investing less on traditional advertising, while some are going completely dark.
But how is it possible to create a car commercial when it’s impossible to go outside due to lockdowns? Honda UAE together with Memac Ogilvy Dubai found a way to craft the ad doing everything from home (written, directed, edited and watched), relating it back to #StayHome and using the Honda Civic.
But not a regular Civic. For its new commercial, Trading Enterprises – Honda used a full-scale miniature car. The camera shots managed to fool the eye so that at all times you feel like you’re watching a real car commercial.
Throughout this piece we can read: “This might be the first car commercial to be written, directed, edited and watched entirely from home”. A message of adaptation, commitment and encouragement, showing what we can continue to do from home. Closing with “Until we drive again”, the Japanese brand sends a message of desire to the world to drive again as soon as possible.
With this piece, Honda UAE demonstrates everything we can still do through what seemed impossible: a car commercial made entirely from home.
Credits:
Agency
Chief Creative Officer / Juggi Ramakrishnan
Creative Director / Jean-Pierre De Villiers
Creative Team / Nicolas Lopez and Fernando Montero
Client Team Lead / Hadi Ballout
Senior Account Manager / Kenneth Monis
Account Manager / Firas Rehimi
Head of Production / Amin Soltani
Director / Amin Soltani
Junior Producer / Ann Vaas
Client
Grant Bowring / Head of Marketing & Brand Operations
Rohit Bedekar / Marketing Communication Executive
Emad Hassan / Digital Marketing Manager
Source – Campaign Middle East
Ramadan is a special month of the year in the Middle East, and similar to that of Christmas in the west, the holy month has become a season of increased consumerism and attention to shopping – presenting advertisers with opportunities to capture the attention of consumers.
Here’s a glimpse of the Ramadan and Eid cinema ads from 2019 that screened across our cinema circuit in the Middle East:
Centrepoint
The 15 sec. commercial, booked through OMD, screened in UAE (25th April – 1st May 2019) and Qatar (25th April – 8th May 2019) at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates and Yas Mall Abu Dhabi and Doha Festival City.
Homes R Us
The 20 sec. commercial, booked through UM7, screened in UAE from 18th April to 15th May 2019 across VOX Cinemas – City Centre Ajman, Cineplex Grand Hyatt, City Centre Fujairah, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Al Hamra Mall, City Centre Sharjah and Yas Mall Abu Dhabi, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cinemacity – 06 Mall, Cine Royal Cinema – Dalma Mall, Khalidiyah Mall, Deerfields Mall and Ruwais Mall, Roxy Cinemas – The Beach and Reel Cinemas – The Dubai Mall.
Bank Muscat
The 45 sec. commercial – booked through MediaOne, screened in Oman from 4th June to 8th June 2019 at VOX Cinemas – City Centre Muscat, City Centre Qurum, Suhar Plaza, City Centre Suhar, MGM, Salalah, Shatti and Sur.
Danube Home
The 7 sec. commercial screened in UAE and Oman from 18th April to 15th May 2019 across VOX Cinemas – City Centre Sharjah, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Panorama, Sur, Salalah, Buraimi, City Centre Muscat and City Centre Suhar, Cine Royal Cinema – Dalma Mall and Reel Cinemas – The Dubai Mall.
Mediclinic
The 9.5 sec. commercial screened in UAE from 16th May to 22nd May 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall and Jebel Ali Club, VOX Cinemas – Mall of the Emirates, City Centre Mirdif, City Centre Deira, Mercato Mall, Marina Mall Abu Dhabi and Yas Mall Abu Dhabi, Roxy Cinemas – The Beach and City Walk, Cine Royal Cinema – Dalma Mall and Oscar Cinema – Al Foah Mall.
Dyson
The 30 sec. commercial – booked through GroupM, screened in UAE from 4th June to 9th June 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Club, Rove Downtown, The Springs Souk and The Pointe and Roxy Cinemas – The Beach and City Walk.
Cartier
The 45 sec. commercial – booked through MediaCom, screened in the UAE from 3rd June to 9th June 2019 at VOX Cinemas – The Mall of Emirates and Reel Cinemas – The Dubai Mall.
Toyota
The 25 sec. commercial – booked through Media Market (WARBA), screened in Kuwait from 25th April to 1st May 2019 at VOX Cinemas – The Avenues.
Honda
The 31 sec. commercial – booked through PHD Media, screened in the UAE from 9th May to 5th June 2019 at VOX Cinemas – Mall of the Emirates and City Centre Deira
Du Tuesday
The 62 sec. commercial screened from 16th May to 26th May 2019 across all UAE locations of VOX Cinemas.
Porsche
The 30 sec. commercial – booked through BPG, screened in Kuwait from 2nd May to 8th May 2019 at VOX Cinemas – The Avenues.
Max
The 30 sec. commercial – booked through OMD, screened in Qatar from 29th April to 12th May 2019 at VOX Cinemas – Doha Festival City
Mohammed Bin Rashid Al Maktoum City – District One
The 60 sec. commercial – booked through BPN, screened in UAE from 4th June to 3rd July 2019 at VOX Cinemas – Mall of the Emirates, Mercato Mall, Burjuman and City Centre Mirdif, Reel Cinemas – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
Missed out on advertising in cinema over Eid al-Fitr? Contact a member of our sales team for cinema advertising opportunities over Eid al-Adha in August 2019.
