This 'Go-Jek' Ad Focuses on Families to Show the Importance of Drivers

By: Erica Francis - Aug 11, 2016
References: google & adsoftheworld
'Go-Jek,' an Indonesian rideshare scooter service, focused on the holy Islamic period of Ramadan. Indonesia is predominantly Muslim so it would make sense that the company would create a commercial around one of the most intense fasting months in the Islamic calendar. The ad follows a female driver through her day, starting with her little daughter begging her to come home for iftar (the meal shared by Muslims to break their fast). The woman's day is anything but easy and when night time falls she can't get home in time, but her daughter receives a message about how important her mother's work is in helping others break their fast. One situation that stood out was her assisting in delivering food to an orphanage in time for iftar.

When watching the Go-Jek ad, it's hard not to feel emotional. It emphasizes the importance of the company and its drivers while touching on a significant cultural topic.