Saudi mobile phone company pulls out stops for 10th anniversary

Lowe MENA created the TV campaign for Mobily

Saudi Arabian telco Mobily has launched its 10-year anniversary campaign with a star-studded TV campaign.

The primary objective of the campaign, which was created by Lowe MENA, is to say "thank you" to Mobily consumers. The film uses Saudi Arabian icons of the past decade, taking viewers on a nostalgic journey through the Mobily story.

The film features the likes of Abdullah Al Sadhan, a renowned Saudi Arabian actor, as well as legendary captains of the national football team and two-time Asia Cup winners Majed Abdullah and Saleh Al Nouimeh. Apart from also captaining Nasser FC, Abdullah represented Saudi Arabia in the Olympics in 1984. Al Nouimeh was nicknamed "The Emperor" for winning the most titles as captain of the national team. Other big names in the TVC include Yazeed Al Rajhi, one of most talented rally racers in the region, and Baba Farhan, the lead character in an iconic children’s show.

"It is extremely exciting to be involved in such an iconic, multi-channel campaign that captures the true essence, spirit and successful 10-year history of Mobily," said Mounir Harfouche, CEO of Lowe MENA.

Tarek Hosny, executive general manager, brand and marketing communication at Mobily, said: "During the past 10 years, Mobily has been an integrated part of the fabric of Saudi culture, so as we celebrate our 10-year anniversary it only made sense that we adopt a humble approach towards our customers and the overall Saudi society. Our campaign is a symbol of our gratitude towards KSA in general, and our customers in specific. As we celebrate the great past, we also look forward to the future with great optimism for both Mobily and the Kingdom of Saudi Arabia."

The film was produced by Filmworks Dubai with award-winning RSA director Toby Dye. It was creatively led by Mark Lewis, executive creative dDirector of Lowe MENA, and Lowe Riyadh joint creative directors Ali Alzbdani and Bassem Gad.


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