What Is Generosity?
eXtra's Ramadan 2026 film shows generosity at every size, from family feasts to holding a lift door or gifting a friend the coffee machine they wanted, and closes on 'our generosity is always eXtra'.
- Brand
- eXtra
- Agency
- DONE Creative Company
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Generosity, or karam, peaks in Ramadan. eXtra wanted a Ramadan film that tied its products to that everyday habit of giving.
The idea
The film collects acts of karam, large and small: welcoming family home, sharing big meals, holding a lift, a surprise gift, a meal for a stranger, and a coffee machine given to a friend who wanted one. The Arabic lines call generosity a habit passed down and part of who we are, then close on 'in Ramadan, our generosity is always eXtra'. Souhail Saddiah directed for Done House, and the campaign also ran outdoors.
Case study source: Ads of the World Source ↗
Credits
- Production company
- Done House
- Director
- Souhail Saddiah
- Creative director, eXtra
- Ahmed Elramlawy
- Copywriter and concept
- Sara Albuwait
