Football is not just a sport in Egypt; it is a source of national pride that unites millions of people
In a few days, Egypt will play its first match at the World Cup, and not just football fans are excited; even those who aren’t interested in football are on their toes.
While people are showing their excitement and encouragement online, Egyptian brands are launching campaigns to celebrate and encourage the Egyptian national team. Through emotional storytelling, relevance, humor, and football-themed content, these campaigns aim to strengthen the connection between brands and consumers while contributing to the collective spirit surrounding the tournament.
An Ad for All Doubters
Orange Egypt is supporting our national team and shows how Egyptian football players are asserting that Egypt will make it out of the group stage.
The telecom brand collaborated with the famous football players Ahmed Fatouh, Ramy Rabeea, and Hossam Abdelmegeed and launched 3 copies that are relevant to the conversations every Egyptian might be having or has had.
The whole campaign’s idea is built on people’s doubt that our national team will make it out of the group stage and qualify for the next round. This idea is what makes the campaign relevant and humorous.
Once the audience sees the copies, they will relate to the conversations, as everyone has doubts about qualifying. While the role of doubt is there, the brand also planted encouragement and hope. This came in the form of the players refusing people’s doubts and insisting on qualifying, and that they know they can make it this time.
Relevance and humor are always key factors in every campaign’s success.
Let’s Stay Up Late, Let’s Dream
Collaborating with Amr Diab, Mo Salah, and Medhat Shalaby, Pepsi launched its World Cup campaign using an uplifting anthem.
The brand launched 5 copies of the campaign; 2 of the copies named “Yalla Neshar, Yalla Nehlam” or “Let’s Stay Up The Night, Let’s Dream”. Two other copies promoting Pepsi Night, the new Pepsi can edition. The final copy is a new anthem by Amr Diab supporting the Egyptian team titled “You Can Do It.”
“Let’s Stay Up The Night, Let’s Dream” copies featured Mohamed Salah, asserting that everything is possible, which means that the Egyptian national team can pull it off this time; who knows! Both copies discuss the concept that dreams are possible and can come true.
“You Can Do It,” Amr Diab’s voice came encouraging Egyptians to keep dreaming, and that this time we can do it.
Since the games will be late at night, Pepsi released a new edition with extra caffeine and a new design to go in parallel with the mood of the game and to help people stay awake.
The overall campaign came to encourage Egyptian giving an anthem that people can repeat during the World Cup to support our national team.
Turning World Cup into a National Mission
ORA celebrated the great support Egyptians show one another while positioning themselves as part of that shared spirit.
Egyptians have always been part of the game. Football runs in our veins. And no matter how good or bad our national team plays, Egyptians have got their back. Cheering, parading, praying, and more. Because football for Egyptians is part of the culture. It gathers people and makes them one. And that is exactly what ORA celebrated in their ad. They simply made sure to encompass the cheering spirit, the backing up, and the Egyptian pride of Egypt making it to the World Cup led by Hossam Hassan for the very first time in its history. They featured team players, the coach, and other retired big names like Essam El Hadary and Hazem Emam, all heading to support the team and to cheer up Hossam Hassan.
What ISIS…
Bringing together Salah and Ghareeb, the ad displayed two things Egyptians love: football and a good joke, aka “alsh.”
With Mohamed Salah and Mostafa Ghareeb leading the way, the ad blends the passionate spirit of football cheering with the uniquely Egyptian humor that finds its way into every conversation and every Egyptian heart. Through relatable jokes or, as Egyptians call it, “alashat,” and lighthearted moments, Vodafone Egypt was able to creatively encompass the spirit of a nation that approaches football with both emotion and humor. This helped in creating a campaign that feels authentic, entertaining, and very much Egyptian.
Wrapping This Up!
Whether it is Orange’s approach of challenging people who are skeptical, ORA celebrating national pride, Vodafone Egypt embracing Egyptian wit, or Pepsi capturing the spirit of summer, each one of these campaigns held creative layers that audiences enjoyed unfolding.
These campaigns stood out not just because of their connection to football but also because of the creative visions, cultural insights, and memorable storytelling that kept audiences engaged. In a season that has a lot of brand crowds competing for attention, these campaigns managed to earn something far more valuable: a relatable place in the conversations.
