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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Are Saudi men ready to see Saudi women driving?

Campaigns

Are Saudi men ready to see Saudi women driving?

On the 24 of June, Saudi women will be granted the right to obtain a driving license and drive a car. And of course brands reacted  differently to the news such as Nissan and Pepsi.

Another brand to look into the matter is the oil and gas company, Shell.

Executed by M&C Saatchi Dubai, the video gathers a group of men, among them a doctor, a TV personality, a hip-hop artist, an ex-navy officer and an international rollerblader. Those men are interviewed inside the vehicles about their opinion on the matter. And they agree on the important role women have played in their successful lives. They have also assured that Saudi women have overcame greater challenges  and sure will not stop at a new challenge.

with 3.7 million views, the film was prompted by the overwhelming skepticism demonstrated by many men on social media when the decree was first announced. M&C Saatchi sought to understand the current perceptions and attitudes surrounding the profound change. Insight showed that while women had originally been excited by the decision, many were now feeling intimidated by the doubt surrounding their ability to drive, which had initially been displayed by male audiences.

Scott Feasey, CEO & Partner at M&C Saatchi, says: “M&C Saatchi lives by the philosophy of ‘Brutal Simplicity of Thought’ and wanted this to resonate in the simple message that women all over the world drive us forward every day; their momentum isn’t limited to just being behind the wheel of a car. We’re thrilled with the film we’ve delivered for Shell Helix, the responses it has prompted, and the impact it already seems to be having on attitudes toward the Royal Decree. We are looking forward to seeing more women behind the wheel and doing more work that drives change.”

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