2025 Marketing Campaigns Wrap: Our Top 7 Picks

Each year, Egyptian ads take us by surprise with how well they are executed. And 2025? It was filled with creative ads that stole the spotlight from all over the year. Since 2025 is coming to an end, we’re calling you to gather around. It is all so we can uncover together who won the top 7 ads through their campaign idea and execution. Ready? Let’s go. 

Number 7: CIB’s Swype Card Campaign 

Talk about a campaign that was able to resonate? The CIB’s Swype card was the perfect example of a campaign that resonated with a certain generation. One that fell in love with classics brought to us by Ehab Tawfik, Mohamed Mohy, and Hesham Abbas. Three 90s icons who won hearts, smiles, and visibility for the CIB’s Swype Card product. 

More than just a throwback, the campaign smartly paired those nostalgic memories with a practical benefit. One that highlighted how you can now have a card designed to make life easier. How? Through flexible installment plans. The result was a campaign that felt as if it was personal and more. Moreover, it felt genuinely useful. And that is exactly why it resonated so well with its target generation.

Number 6: Vodafone’s Gift to Future Generations 

One episode of two icons (Mohamed Salah and Magdy Yacoub) advising future generations to pursue their dreams was the brilliance needed for a campaign to be “timeless.” This campaign wasn’t about two giants who gathered for a heartfelt message. More than a moment between two legends, the campaign highlighted how Vodafone connects people across generations in a way that goes far beyond telecom services. It positioned the brand as one that adds real value to both current and future generations, not just by enabling communication, but by inspiring it.

Number 5: WE’s Summer Campaign “Manetfawetsh” 

By featuring Bahaa Sultan in 2024 and carrying his voice into 2025, the brand leaned into a sound that perfectly matches the energy of a vibrant summer. His presence set the tone and was matched by the inclusion of the Malek brothers, Ahmed and Hassan. Two familiar and much-loved cinema faces whose work genuinely resonates with a wide audience in Egypt.

We stayed true to their form, as they have always been known to be the company that defines summer’s main theme each year. With Bahaa Sultan’s voice, the iconic WE purple shade filling the screens, and the Malek brothers front and center, the 2025 campaign was able to deliver exactly what the audiences have come to expect and enjoy.

Number 4: NBE’s Cybersecurity Campaign Featuring Essam Omar

Essam Omar, a known face that is becoming one of the favorites in the Egyptian cinema, led the role in the NBE’s latest cybersecurity campaign. With cybersecurity awareness still needing to be highlighted more often in Egypt, NBE chose to address the issue in a smart and approachable way. Instead of going the serious route, the bank launched a lighthearted campaign featuring Essam Omar, a megaphone, and a familiar shaabi tune.

That is, instead of taking the serious paths to harsh truths. As he drives through the streets of Egypt, the writers cleverly replace the song’s lyrics with simple do’s and don’ts of cybersecurity. Talk about a campaign with an important message and purposeful marketing? This one ate and turned an important message into something memorable, relatable, and easy to grasp.

Number 3: B.Laban’s Ramadan Campaign

It may have become a trend now to apologize because your brand is going places; however, B.Laban’s first Ramadan campaign in 2025 featuring Akram Hosny was the very first to introduce such a marketing tactic to the scene. Akram Hosny stood with his humor and charisma within a press conference regarding B.Laban, stating an official apology for being too good at what they do that people cannot stop buying from them. A creative way of stating how a brand dominated a certain scene and in a very funny and humorous way. 

Number 2: Wadi Degla Developments “Kol Sana”

Wadi Degla Developments made an ad that lives in our heads rent-free. Instead of focusing on Ramadan from the same angle that most brands focused on, their ad was different. It featured comedy star Maged El Kedwany celebrating his friend’s birthday with a tune that became Egypt’s top played song at birthdays. The ad displays the many places and facilities that Wadi Degla Developments provides, along with Essiley’s recognizable voice that sings the tune in a very lovely way, making the ad stand out as one of the top creative ads of Ramadan of 2025.

Number 1: Orange’s “Khatafoony”

There is no doubt that Amr Diab is a true legacy icon in Egypt. His music is one that has remained timeless and meaningful across generations. After being the face of Vodafone, a strategic shift in 2025 saw him front Orange in a campaign that left a lasting mark.

Orange kicked things off by celebrating his greatest hits, turning songs that defined eras into the soundtrack of the campaign. Then came Khatafoony, a collaboration between Amr Diab and his daughter Jana. One that quickly became impossible to miss across Egypt. The campaign’s brilliance was in how Orange used “El Hadaba’s” most familiar voice to create a campaign with a catchy name and one that lives with audiences for quite a while.

Final Thoughts

With all its ups and downs, 2025 came and is leaving with gifts. Ones like all the memorable moments in the Egyptian marketing scene. Values, emotions, summer vibes, benefits, and of course humor were all contributing factors in making 2025 a year filled with successful campaigns. So this is our take on brilliant execution, the writing of the ad’s script, and of course the genius casting of most (if not all) celebrities in those ads. Let us know below if you have a different saying or if you simply disagree.