A Nation's Story, a Lifetime Together.
For Saudi National Day 2026, eXtra's in-house film moved from bronze-cast scenes of traditional Saudi life to today's smart homes, presenting the technology it sells as the next chapter of that story.
- Brand
- eXtra
- Agency
- eXtra (in-house)
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
For the 96th National Day, eXtra wanted to honour Saudi heritage while showing that the technology in today's homes belongs in the same story.
The idea
The film moves through sculptural, bronze-cast tableaux of founding leaders, hospitality and traditional crafts, then shifts to modern technology, digital creation and smart home appliances as their natural continuation. The line 'A nation's story.. a lifetime together' (حكاية وطن.. وعِشرة عمر) casts eXtra as part of family life across generations. Creative director Ahmed Elramlawy led the in-house team and composed the music with AI, and the campaign ran on film, in print and across integrated channels.
Case study source: Ads of the World Source ↗
Credits
- In-house creative team
- eXtra
- Creative director, concept and AI music
- Ahmed Elramlawy
- Copywriter
- Lamees Alrowili
- Copywriter
- Toufic Samih
- Key visual concept and senior graphic designer
- Islam Abdel Dayem
- End card motion and animation
- Karim Mousa
