Khaled Fouad

Just as Ramadan has turned into a season for television drama and a race among its makers, during the past thirty years, it has transformed during the past ten years into a race for advertising songs as well, as each company seeks to create a promotional song to advertise its product, services or offers, or just to announce its presence in the market with ideas And the usual themes fit the same product.

However, the invasion of the Corona pandemic this year imposed various conditions on the world, the most important of which is social separation and sanitary isolation, which in turn impose new perceptions on the field of advertisements, and in this report we review how advertisements became in the time of Corona?

"Lama and the Family"
 Over the past years, the beverage companies relied in their advertisements on the themes to enhance communication between family and friends, and it was a comfortable theme for advertisers with a dictionary that does not depart from the words "Lama and Family" that Pepsi distinguished, until this theme changed during the current season, starting with WHO recommendations to adhere to domestic isolation and social separation. 

This was a challenge to Pepsi ads makers specifically to produce in the current month of Ramadan a short direct video of 27 words in just 15 seconds to announce its offer to increase the package size, during a limited period in Ramadan that the target audience should spend at home, instead of "Let's not complete Why did we use Pepsi?

Hypothetical glory
Since the beginning of the Corona crisis, the escalation of social distancing advice, and allowing the completion of work from home, the opportunity has come for telecommunications companies to improve their services or announce their offers, as live video communications and internet services came as a substitute for family gatherings. 

The "Orange" Telecom Company launched the hashtag # We Tailed Us @ the word through its new advertising song "Year of Life" with the voice of the Emirati singer Hussein Al Jasmi, composed by Mahmoud Al Osaili and the words of the Egyptian poet Ayman Bahjat Qamar. Extra minutes or extra internet speeds, and the song has achieved more than 13 million views on YouTube.

Art and sports stars
Vodafone Telecom chose the same theme of "communication despite distances", but with a few different tools. While "Orange" presented its idea of ​​using physical sound on dramatic scenes, Vodafone used in its song "Our Millionaire" a number of art and sports stars headed by Mohamed Salah The English star Liverpool and Egypt, who appeared with his daughter Makkah.

Sherine Abdel Wahab, the Egyptian actor, performed the advertisement song, while Egyptian actress Mona Zaki, the media and the artist Essaad Younes, the star Mohamed Heneidy and Amir Eid, appeared in the same advertisement, whose views exceeded 38 million on YouTube. 

On the banks of the Nile
with the same theme of domestic isolation, the telecommunications company "Wei" chose the closest idea, where the Egyptian star Mustafa Khater appears as a reclining person practicing his activities at home, entertaining the Internet and social media platforms, and performs a light song written specifically for the advertisement based on the popular "trends" on social networks, From trying to communicate across balconies to using popular Instagram filters. 

But it seems that the announcement did not achieve the expected purpose and spread, so that "Wei" used the singer Tamer Hosni to quickly shoot an advertisement song, with a band playing players on a boat in the Nile, and words that appeared to be written in a hurry to repeat the word Majesty "God" 32 times between 153 words. That praises the Egyptians (its target audience) and their sacrifices instead of announcing the company's offers or services to them.