علاقتنا معكم.. #علاقة_طويلة_عمر! 💙
The pattern
This film is filed under Dialect versus fusha.
Define
A deliberate choice of register: spoken dialect for warmth and speed, fusha for authority and reach, or a controlled mix.
Mechanism
Register as positioning. The Arabic we pick tells the buyer who we are for. Mixing without a rule sounds like two brands.
Verdict
We know which ear we are writing for
Why it works
The first line, 'هذا الإعلان خاص بعملاء مصرف الراجحي', filters the audience so existing customers lean in. Each memory then ties a feeling to a banking product, the salary, the car, the profit payout, home insurance, the business, so the list of services reads as a shared past. The dialect phrase 'صرنا نمون عليك' is what old friends say, and it carries the claim of closeness better than a formal promise.
The big idea
Al Rajhi speaks to its long-standing customers like an old friend who remembers their first salary, their Eid money, their new car and their first business.
Lines from the ad
علاقتنا معك علاقة طويلة عمرOur relationship with you is a lifelong one
هذا الإعلان خاص بعملاء مصرف الراجحيThis ad is only for Al Rajhi Bank customers
صرنا نمون عليك وننادي بالاسمWe have become close enough to count on you and call you by name
Steal this when
When a long-established brand wants to thank and hold its existing customers rather than chase new ones.
The emotion
Written to Nostalgia. It makes the Say move.
It reaches back 20 or 30 years, and each remembered moment is a real banking act, a first salary, a car, a profit payout, so the shared past vouches for the bank.