By: Reem Saad

Ramadan isn’t just about fasting and family gatherings; it has also become a season for new productions and TV series. But it didn’t stop there—brands have taken advantage of this long-awaited month, when people eagerly anticipate what’s new, turning it into one of the biggest advertising seasons of the year. Ramadan ads have generally been about family, generosity, nostalgia, and the spirit of the holy month, yet for the last couple of years, they have been very predictable. With celebrity endorsements, emotional songs, and flashy visuals dominating the screens, one cannot help but wonder: Are brands going for creativity, or are they simply recycling old formulas?

Advertisers and audiences who support this approach argue that Ramadan ads have to stick to their traditional emotional themes because they resonate with audiences. Many people look forward to seeing their favourite celebrities delivering sentimental messages or performing songs of love and togetherness. Telecom companies like Vodafone, Orange, and e&, still use music campaigns featuring popular singers since they nicely deliver the message of connectivity and nostalgia. Real estate developers often showcase an idealized lifestyle, creating an aspirational image that appeals to a particular segment of society. From this perspective, advertisers are playing it safe by simply giving audiences what they expect and enjoy, ensuring their campaigns remain memorable and engaging.

That being said, while the formula has worked very well in the past, its overuse has led to redundancy. Telecom and real estate ads in particular sound and appear exactly the same with similar themes, imagery, mood and music. The repetition has reached a level where audiences struggle to differentiate between ads, making them less impactful.

Adding to this lack of creativity, some celebrities like Ahmed Saad, have appeared in more than 4 ads doing the same thing, which makes it even harder to distinguish between brands. This reliance on a small group of familiar faces makes these campaigns feel interchangeable rather than unique. While advertisers believe star power ensures success, the result is an oversaturation that diminishes brand identity rather than strengthening it.

Despite this, there have been a few brands that managed to break the cycle. Alaraby Group leveraged the strange coincidence of Ramadan and Mother`s Day, and created a campaign that stood out by combining two emotional themes so seamlessly. The MARQ and CRED, unlike other real estate developers, shifted their communication to a more human, story-led narrative rather than relying solely on extravagant visuals, which made their ads stand out. These ads demonstrate that it is possible to innovate within the framework of Ramadan advertising without avoiding or contradicting tradition.

Another category that tends to be a breath of fresh air is comedy advertisements. Alex Bank, Agricultural Bank of Egypt, Midea Egypt, and Dice are among the brands that manage to effectively connect with people through humour instead of the usual emotional pull. Although such advertisements are not dominant in Ramadan advertising, they do add the much-needed diversity and demonstrate that creativity needn’t follow one particular route of nostalgia/emotionally-driven narratives.

The issue with Ramadan ads today is not just repetition but also the growing detachment from real Egyptians. While ads used to reflect recognizable Ramadan moments as traditional market crowds, family iftars, and neighbourly exchanges of courtesy, most ads now prefer fantasy to familiarity, portraying an idealized lifestyle that speaks more to exclusivity than shared cultural practice. While some believe this aspirational approach is clever and effective marketing, others find that it’s bothering rather than engaging.

That`s exactly why advertisers must find a balance, where they keep the emotional connection while adding new ideas, move away from celebrity overuse and rely more on showing genuine stories, reflect the real Ramadan experience of ordinary Egyptians through authentic cultural representation. If brands don`t make a change, Ramadan ads will continue to be the same song with a different celebrity every year. But the question is: Will advertisers be brave enough to break the mould?