'Relax, it’s iPhone': Apple’s latest campaign brings Saudi soap opera drama to the forefront

Posted on 2025 Mar,26 | By ArabAd's staff

Apple's latest advertising campaign in Saudi Arabia draws inspiration from the nation's cherished soap operas, tying into the cultural essence of Ramadan.

Under the theme "Relax, it’s iPhone," the campaign for Apple Saudi Arabia highlights the iPhone 16 Pro’s advanced camera capabilities through a series of engaging and quirky commercials, which have been going viral since their release.

The campaign revolves around two key films, "The Matchmaker" and "Favorite Son," which creatively showcases how the iPhone 16 Pro can enhance everyday experiences.

"The Matchmaker" illustrates the phone’s 4K 120 fps slow-motion feature, as an aunt plays a slow-motion clip of a potential suitor for her niece.

As for "Favorite Son", the spot highlights the ability to refocus images after capturing them, humorously depicting a father putting his new favorite son as the center of attention.

The ads enlist the participation of well-known Saudi actors and social media figures, such as Reem Al Habeeb, Adwa Bader, Abdullah AlSadhan, and Waleed Alkahtany, who are adding an authentic local touch to the soap opera direction the two films have taken.

The storytelling approach is quite interesting and is sure to resonate with a diverse Saudi audience.

These commercials are running on television, digital platforms, and social media throughout Ramadan, running till March 29, 2025.

To complement this media rollout, Apple organized a "Shot on iPhone" workshop in Riyadh, led by director Ali Kalthami.

This initiative was crafted by Ali Kalthami, an award-winning Saudi filmmaker and writer, who is also the co-founder and chief creative officer of Telfaz11, who collaborated with TBWA\Media Arts Lab in London, media agency OMD London, production company Underground International, post-production company Coffee & TV, and audio post-production house 750MPH.

By brindging cultural storytelling to modern technology, Apple Saudi Arabia nails it. While it is demonstrating the impressive capabilities of the iPhone 16 Pro it is also paying tribute to Saudi Arabia’s rich television heritage, an approach that is sure to help strengthens the brand's bond with audiences in the Middle East and in the kingdom in particular.