Ready Before the Bell (الفزعة قبل الرجعة).
eXtra's back-to-school film plays out the night before term starts, when a family's laptop, tablet and printer all fail at once and a push notification about eXtra's offers saves the morning.
- Brand
- eXtra
- Agency
- eXtra (in-house)
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
eXtra wanted its 2026 back-to-school offers, which ran until 5 September in stores and online, to come across as timely help for families rather than another sale.
The idea
On the eve of the new school year, a daughter's laptop freezes, a son's tablet won't charge and the printer ruins the children's papers. The father gets an eXtra back-to-school notification with the latest offers and flexible payment options, and the first morning back goes smoothly. The Arabic title plays on fazaa, rushing to someone's aid, before the return to school. Creative director Ahmed Elramlawy led the in-house team, using AI in the concept and production alongside 3D key visuals.
Case study source: Ads of the World Source ↗
Credits
- In-house creative team
- eXtra
- Creative director, taglines, concept and AI production
- Ahmed Elramlawy
- Key visual and 3D artist
- Islam Abdel Dayem
- 3D animator
- Karim Mousa
- Arabic script
- Lamees Alrowili
- English script
- Toufic Samih
