خلّك زعيم بسواقتك مع التعاونية واربح قميص الهلال
The pattern
This film is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
The script is one word on repeat: «زعيم» after the way you sit, the way you look, the way you back your team, until the club's nickname becomes a compliment to the viewer. Only then comes the turn, be a leader in your driving too (the description's 'خلّك زعيم بسواقتك'), so careful driving is sold as one more way to live up to the name. The gift is a shirt fans actually wear, which ties the policy to the club every time it is worn.
The big idea
Al Hilal fans already call their club «الزعيم», so the ad crowns every fan habit a leader's habit, then asks them to be a leader behind the wheel too.
The offer
An Al Hilal shirt as a gift with every comprehensive motor insurance policy from Tawuniya.
Lines from the ad
واحصل على قميص الهلال مع كل وثيقة تأمين الشاملAnd get an Al Hilal shirt with every comprehensive insurance policy
الله عليك ابهرهم يا زعيمWell done, dazzle them, Leader
أنت الزعيمYou are the Leader
Steal this when
When a brand can tie itself to a club or community nickname, praise the fans' own habits with that name before bringing in the product.
The emotion
Written to Belonging. It makes the Say move.
It joins what Hilal fans already do (scarves, face paint, calling the club «الزعيم») in their own word, and the gift is the shirt fans wear to support the team.