In the latest episode from STC’s Laywagif platform – aimed to promote the brand’s reliable broadband service – an exuberant character is introduced: Um Ali, a Saudi matriarch who lets nothing come between her and her browsing.
Taken by her fast and indefectible internet connection, Um Ali unintentionally roams the length and breadth of Saudi Arabia, as she continues to browse on her mobile.
The humorous video of an unaccompanied Um Ali walking across Saudi, went viral in just one week, garnering over two million views, turning this one-of-a kind character into a social media and sports icon. She was also the inspiration behind a national marathon, as she sparked a race dubbed “Race Um Ali”, organized by The Riyadh Women’s Walking Group.
Creative Agency: J. Walter Thompson Riyadh
Chafic Haddad - Chief Creative Operations Officer
Rayyan Aoun - Executive Creative Director
Amr Wagih - Creative Director
Elie Choueiry - Associate Creative Director
Max Dipasupil - Art Director
Ezzeddine Yassine - Art Director
Maher Kaidbey - Senior Producer
Jude Alsaati - Junior Producer
Yazeed Alharthi - Senior Copywriter
Abeer Alsalem - Copywriter
Jad Haddad- Associate Business Director
Production House: Telfaz 11
Nizar Qandi - Director
Alaa Fadan - Executive Producer
Amr Alammari - DOP
Eisa Hashim - Music