Ramadan 2022: watch all of the best ads, from Tesco to Peugeot
Ramadan – the ninth month of the Islamic calendar, which is observed by Muslims worldwide through fasting, prayer, reflection and community – started on April 1 and will end on the evening of May 1. We take a look at how brands are joining in the celebrations.
Tesco’s Ramadan campaign by BBH London / Tesco/ BBH London
McDonald's Indonesia
The pandemic has increased the number of elderly Indonesians suffering from loneliness. To try and combat this, McDonald’s wants to encourage people to build new connections with those who need it the most.
Crafted by Leo Burnett Indonesia, 'Family Day Out' urges people to give older folks their time and company.
“Ramadan has always focused on the importance of family togetherness in a more conventional way," said Ravi Shanker, chief creative officer at Publicis Groupe Indonesia.
"Understanding the power of McDonald’s as a brand that catalyzes feel-good moments, we decided to make it more inclusive and spotlight an audience which has been making Ramadan memorable for many generations, but due to covid, has become isolated in the last few years."
McDonald’s Singapore
McDonald’s Singapore is delivering meals to underprivileged Muslim families, in time for them to break their fast. As a small gesture of care and support, 20 McDelivery riders delivered food to lower-income Muslim families, allowing the families to break fast together and bond over a hot meal.
Serviceplan Experience
Serviceplan Experience has created a lighthearted film for Abdul Latif Jameel Motors (Toyota), celebrating the return of family gatherings during Ramadan by depicting a party that spills over into the carpark.
Mercedes-Benz
Mercedes-Benz Cars Middle East has launched a four-part docuseries exploring the history and practices of the holy month. In the campaign, viewers witness Nabil Al Rostaman, a successful commercial aviation pilot, on a journey of self-discovery as he makes the pilgrimage to Mecca – a trip that Muslims have embarked on for thousands of years.
Peugeot
Peugeot, alongside creative agency partner Science & Sunshine, is bringing a deep-rooted tradition – the Misaharaty – to life in its latest campaign.
One of the oldest practices to take place during the month, El Misaharaty is the name given to the person who walks and beats a drum in residential areas to wake people up to eat their sohor (a meal taken before the beginning of the fast) before morning prayers.
In the short commercial, viewers witness a family keeping this beautiful custom alive, to the delight of one of the elders.
Sports Direct
Sports Direct has launched a podcast, Fast Enough: Ramadan Running, that will be hosted by Olympian Lutalo Muhammad.
Dropping 30-minutes before sunset on a weekly basis and set to 120bpm, each episode will provide expert advice to optimize training during Ramadan. The series will explore the physical, spiritual and mental benefits of running at a slower pace throughout the holy month.
The podcast is a continuation of last year’s campaign, ‘Fast & Slow’, which was devised to help Muslims train safely after a survey found that a quarter of Muslims train less during Ramadan.
Tesco
In Tesco‘s first major Ramadan campaign, digital billboards showing empty plates fill up with food as the sun sets. The slogan reads ‘Together this Ramadan‘, while below is the line: ‘In honor of everyone fasting, these plates only fill up as the sun goes down‘.
Appearing in areas with large Muslim communities, the billboards face eastwards in order that the sun sets behind them and the creative fades in to accentuate the break of fast coinciding with sunset.
Read more about how the campaign was created here.
Subway
‘Satu kaki lebih mesra’ showcases people from different walks of life as they practice forgiveness, despite the conflicts they face in their daily lives.
As part of the campaign, Subway has also launched a new mascot – Sabwe – which was designed by Ernest Ng, who is known for his Bro, Don’t Like That La, Bro comic series. The mascot will be featured on Hari Raya packets released by Subway.
Additional reporting by Shawn Lim.