#لبيه_يا_بلادي، اعلان اليوم الوطني بمشاركة راشد الماجد
The pattern
This film is filed under Celebrity endorsement.
Define
A named, recognizable person lends their reputation to the claim. The name is the proof.
Mechanism
Transferred authority. The reader believes the person first, the product second. Fame or office does the work a peer testimonial does not.
Verdict
The endorser is actually known to the buyer
Why it works
The title and description lead with Rashed Al-Majed, so the film rides on a voice Saudis already know before it starts. The frames cast everyday faces, a young man in a red shemagh, friends by a car, a girl walking beside a man in white, so the song lands on people who look like the viewer rather than on stars. The hashtag لبيه يا بلادي, an answer of devotion to a call, gives the campaign a line people can repeat on the day.
The big idea
stc puts a famous Saudi singer's voice over everyday young Saudis on National Day, so the brand speaks for the country through a song, not a product.
Steal this when
When a national brand wants presence on a national day without selling: pair a famous local voice with ordinary faces and a short line people can answer with.
The emotion
Written to Belonging. It does neither clearly.
Everyday Saudi faces under a national song carry the sense of membership, but no frame seen gives stc's network or services a part in the scene.