This Culture-Bridging Ad Takes Spirit of Ramadan to Father Christmas

In an increasingly polarised world, this surprising new spot seeks to build a spirit of understanding by sharing the spirit of Ramadan with a surprising new friend. 

The spot is for Saudi travel brand Almosafer and strategically ties the values of the season – such as empathy, compassion and generosity – to the mind-expanding and connective power of travel. 

Devised by FP7 McCann Riyadh and FP7 McCann Dubai, the campaign was also directed by the agency’s regional head of strategy Tahaab Rais in his third outing behind the camera. It follows a small girl as she plans a great adventure to visit a friend. She starts her journey just after Iftar (the breaking of the fast) at night, boards a flight where she starts her Suhoor (the opening of the fast pre-dawn) with a meal and dates. She traverses continents to reach a snowy land where local children help her on her quest.

It’s an approach that avoids many of the clichés of the traditional Ramadan brand activity. For one thing, it looks beyond the Middle East and, indeed, Islam. And while it explores familiar themes associated with the festival it swerves the typical imagery of families feasting round tables to consider kinship and connection in a more universal sense.

Across the Middle East, Ramadan is considered an ad industry highlight in much the same way that Super Bowl and Christmas are in the West – and so the idea of sharing the spirit of Ramadan with Santa also gives it a meta wink.