Week of 5 Jan 2026
4 campaigns dated this week, confirmed rows only. Most sponsorships are announced with a season, not a day, so they sit on their property pages rather than in a week.
4 campaigns
Rebrand · 6 Jan 2026
The streaming service Shahid took the name MBC Shahid from 2 January 2026, announced on its own social channels, to tie the platform to the MBC broadcast portfolio rather than run it as a separate service. Subscription tiers and content libraries were unchanged.
Integrated campaign · 6 Jan 2026
A brand platform that dropped speed, coverage and hardware claims in favour of the emotional distances between families, businesses and communities in the UAE, restating du's promise of adding life to life. The creative debuted on the Burj Khalifa and was built with TBWA\RAAD.
Agency: TBWA\RAAD.
Ad film · 7 Jan 2026
A new onboard safety film that opens by declaring itself the no-nonsense version, with a cabin crew member spelling out that there are no dancers, no movie characters and no celebrities in it. The trade press read the line as a knowing dig at the airline's own celebrity-heavy advertising history.
Experiential · 8 Jan 2026
A high-altitude group fitness class staged above Riyadh every Saturday through January 2026, entered by ballot, timed to the busiest fitness month of the year and used as GymNation's opening statement in the Saudi market. Concept and rollout were done in-house and seeded through a small set of Riyadh social accounts.