Relax, it's iPhone: The Matchmaker and Favorite Son.
Apple marked Ramadan 2025 with two iPhone 16 Pro spots styled as Saudi soap operas, starring well-known Saudi drama actors and directed by Ali Kalthami.
- Brand
- Apple
- Agency
- TBWA\Media Arts Lab
- Market
- Saudi Arabia
- Region
- GCC
- Year
- 2025
The challenge
Apple wanted to connect with the cultural weight of Ramadan in the Middle East while explaining the iPhone 16 Pro's camera features.
The idea
Both spots borrow the melodrama of Ramadan TV. In The Matchmaker, an aunt shows her niece a 4K 120fps slow-motion video of a possible husband; in Favorite Son, a father changes the focus after taking a photo so his preferred son stays sharp. The cast included Reem Al Habeeb, Adwa Bader, Abdullah AlSadhan and Waleed Alkahtany, and the films ran on TV, digital and social from 1 to 29 March 2025, launched with a Shot on iPhone workshop in Riyadh.
Case study source: Campaign Middle East Source ↗
