'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.
What's Driving This Trend
- Ramadan-themed Ads
- Companies can tap into cultural and religious celebrations to create emotionally engaging advertisements.
- Family-focused Advertising
- Ads that highlight the importance of family values and traditions can resonate with viewers.
- Women Empowerment Messaging
- Advertisements that feature women in non-traditional and empowering roles can be a powerful tool for promoting gender equality.
Who This Affects Most
- Rideshare
- Rideshare services can create ads that highlight the hard work and dedication of their drivers or the role of ride-hailing in commuting during cultural and religious festivals.
- Food Delivery
- Food delivery services can use the concept of iftar to create engaging ads that highlight their service and social responsibility.
- Orphanages
- Orphanages can partner with brands to create awareness and funding opportunities during the holy month of Ramadan through emotional ads that depict the challenges of the less fortunate during the festive season.
