سنعود (We Will Return) — Ramadan 2024 TVC
The 2024 Ramadan film cast children killed in Gaza as its protagonists alongside Handala, the Palestinian cartoon figure, under the line 'We will return'. It was the year's most-argued-over Gulf ad and ran on YouTube and social before television.
- The brief
- Audiences across the Gulf during Ramadan 2024, a season marked by the war in Gaza.
- The idea
- Zain's Ramadan film placed children killed in Gaza at its centre, alongside the Palestinian cartoon figure Handala, closing on the words We will return; it was released online before TV.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
| Al Wahda Mall | Winter Shopping Festival and New Year 2025 countdownFestive · 31 Dec 2024 | Festive | – | 31 Dec 2024 |
| Dubai Holding | Gift It Forward 2026Purpose · 18 Jun 2026 | Purpose | – | 18 Jun 2026 |
| Aramex | The UndeliveredPurpose · 4 Jun 2024 | Purpose | – | 4 Jun 2024 |
| Winter City | Winter City at Al Wasl PlazaFestive · 6 Dec 2024 | Festive | – | 6 Dec 2024 |
| Centrepoint | Ramadan In BloomFestive · 27 Mar 2023 | Festive | – | 27 Mar 2023 |
What other telecom brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ooredoo | Aamali GoConnectAd film · 26 Aug 2026 | Ad film | – | 26 Aug 2026 |
| Ooredoo | Good to be BackIntegrated campaign · 24 Aug 2026 | Integrated campaign | – | 24 Aug 2026 |
| Ooredoo | What Gravity Tour with Mutaz BarshimSponsorship activation · 20 Jul 2026 | Sponsorship activation | – | 20 Jul 2026 |
| Ooredoo | Doha Marathon by Ooredoo, 15th editionExperiential · 29 Jun 2026 | Experiential | – | 29 Jun 2026 |
| STC | Ramadan RewardsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| du | Bridging the Spaces Between UsIntegrated campaign · 6 Jan 2026 | Integrated campaign | TBWA\RAAD | 6 Jan 2026 |
| Mobily | Ever CloserIntegrated campaign · 26 Dec 2025 | Integrated campaign | FP7 McCann KSA | 26 Dec 2025 |
More from Zain
| Campaign | Type | Agency | Date |
|---|---|---|---|
| زين نت أسرع نت أسرع من الإعلان (Zain Net, faster than the ad)Ad film · 4 Sep 2025 | Ad film | Shareet Studios | 4 Sep 2025 |
| Ramadan 2025 TVC — 'belonging, resisting and rebuilding'Purpose · 5 Mar 2025 | Purpose | – | 5 Mar 2025 |