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Ramadan adverts are often dominated by emotional storytelling, nostalgia, and family-centered narratives. Yet every season, a few brands manage to break through the clutter by taking a different creative direction. This year, Remas Land did exactly that.
With a campaign built on humor and exaggerated emotional reactions, the brand transformed an everyday product, such as cheese, into the center of dramatic musical crises. Through two comedic adverts, Remas Land delivered a viral Ramadan moment that audiences embraced and shared widely.
Remas Land: The “Unforgettable” Cheese
Remas Land showed what betrayal and lost hope felt like in their humorous Ramadan campaign. The brand collaborated with the singers Haytham Shaker and Jannat, who delivered the message in the best way.
In the first advert, a man at the supermarket reaches for Remas Land cheese, only to find that someone else has taken the last one. Instead of reacting with mild disappointment, he suddenly transforms into Haytham Shaker, performing an emotional song about lost hope and despair.
In the second copy, a woman asks her husband if he bought Remas Land. When he admits he forgot, she transforms intoJannat, passionately singing about betrayal and heartbreak before storming out of the house.
While both copies are funny, they are built on insights, and we can relate to them.
The Power of a Simple, Relatable Insight
At the core of the campaign lies a powerful human truth: when people don’t get what they want, they often overreact.
The whole campaign’s idea is inspired by insights, which are based on overreacting and being dramatic when a person doesn’t get what they want. These exaggerated reactions mirror real-life behavior. While people may not literally burst into tears and heartbreak, the emotional intensity reflects how small inconveniences can feel disproportionately big, especially during Ramadan, when food carries emotional weight.
These insight-inspired ideas made the copies relevant to people and helped them understand the message to some extent.
The Advert Copies: Drama in the Details
The strength of the campaign also lies in its advert copies. The lyrics and dialogues are intentionally exaggerated, mimicking the tone of tragic love songs. Words associated with heartbreak, betrayal, and hopelessness are humorously redirected toward something as simple as cheese.
This deliberate mismatch between the language’s seriousness and the situation’s triviality creates the comedic punch. The copy treats the cheese as a lost lover or a broken promise, reinforcing the idea that Remas Land is “unforgettable.”
By framing the product as something worth singing dramatically about, the brand cleverly elevates its perceived importance. The copy does not just sell cheese; it sells emotional attachment in the most humorous way possible.
Overdrama as a Creative Device
One of the reasons this campaign went viral is its bold use of overdramatization. Minor inconveniences are transformed into full musical tragedies. The visual transformation into famous-style singers adds theatrical intensity, creating a strong contrast between cause and reaction.
This contrast is what drives the humor. Viewers recognize the exaggeration and laugh because they see a reflection of their own occasional overreactions.
At the same time, the cheese remains central. Its absence triggers the emotional chaos, subtly positioning it as essential and irreplaceable.
Humor: A Risky but Rewarding Strategy
Humor in advertising is always a calculated risk. If misunderstood, it can weaken brand perception or distract from the product. During Ramadan -a season known for emotional storytelling- humor can feel even riskier.
However, Remas Land executed the humor effectively because it was built on a universally relatable insight that audiences immediately recognized. The exaggeration felt playful rather than offensive, allowing viewers to laugh without discomfort. Importantly, the humor enhanced the product instead of overshadowing it, keeping the cheese at the center of the narrative. Additionally, the dramatic singing scenes were highly shareable, making the campaign naturally suited for social media circulation and contributing to its viral success.
The campaign proves that humor, when grounded in real human behavior, can resonate deeply even in emotionally charged seasons.
Virality and Cultural Timing
The musical performances are inherently meme-able and easy to circulate on social media. Ramadan is a time when adverts become part of daily conversations, and Remas Land tapped into this cultural rhythm successfully. Culture timing-wise, the advert tackles a common issue, which is that products run out during Ramamdan especially during Suhoor, which makes people disappointed.
By offering a lighter, comedic tone, the brand provided relief from the season’s heavier emotional campaigns, making it stand out while still staying relevant.
What The Audience Said About The Adverts
The 2 copies received very positive feedback from the audience.
Viewers appreciated the shift from the usual emotional Ramadan narratives, describing the adverts as refreshing and genuinely funny. The humor resonated because it reflected real-life overreactions in an exaggerated yet relatable way, making audiences feel both entertained and understood. This positive reception reinforced the idea that when humor is rooted in authentic insight, it can create a strong emotional connection and widespread approval.
Remas Land’s “Unforgettable” Cheese campaign demonstrates how powerful humor can be when built on authentic human insight. By exaggerating the way people react when they don’t get what they want, the brand created a campaign that was relatable, entertaining, and highly shareable.
While humor in Ramadan advertising can be risky, Remas Land proved that when executed thoughtfully with strong copy, clear insight, and theatrical creativity, even a simple product like cheese can become the star of a dramatic, viral story.
