كل رمضان وحنا معاكم | #رمضان_اكسترا | اكسترا
The pattern
This film is filed under Ramadan emotional arc.
Define
A campaign that follows the month's emotional weather: anticipation, fasting days, family nights, Eid. Not one generic Ramadan kareem line.
Mechanism
Calendar of feeling. Each week of the month has a different permission and a different ask. The arc is the media plan.
Verdict
We will be present across the month
Why it works
A woman of the family narrates in Saudi dialect, so the film sounds like a family memory, not a sales voice: 'جمعة الأهل والأحباب من أحلى عاداتك يا رمضان'. Small comic beats, the relative who always offers help at the last minute and Kareem's surprise, keep a 140-second film moving. The brand's own line, 'كل رمضان وحنا معاكم', is set over an eXtra store, which places the brand inside the season rather than above it.
The big idea
Ramadan is told through one family's month at the grandmother's house, where helping each other is the custom, and eXtra signs off as part of every Ramadan.
Lines from the ad
كل رمضان وحنا معاكمEvery Ramadan, we are with you
البركة في أمثال كريم اللي الخير عندهم ما يوقفThe blessing is in people like Kareem, whose good never stops
جمعة الأهل والأحباب من أحلى عاداتك يا رمضانGathering family and loved ones is one of your sweetest customs, Ramadan
Steal this when
When a brand wants a Ramadan presence built on a family's own customs rather than on a discount, and can run the story across the month.
The emotion
Written to Belonging. It does neither clearly.
It joins a custom the family already keeps, the first iftar at the grandmother's house, in its own dialect, but no eXtra product has a visible job in the scenes.