What is generosity? For us, generosity doesn’t ask permission.. It doesn’t hesitate.. It comes straight from the heart.. A habit. A natural instinct.. This is generosity.. And this is generosity.. And this.. is generosity too! Generosity is rooted in who we are. And in Ramadan… our generosity is eXtra.
Description
Title: Our Generosity is eXtra
Brand: eXtra (United Electronics Company)
Synopsis: In the Middle East, generosity isn’t just a behavior; it’s an identity. As the Holy Month of Ramadan approaches, this spirit of giving reaches its peak. "Our Generosity is eXtra" explores the multifaceted nature of "Karam" (generosity)—from the grand gestures of welcoming family home and sharing massive feasts to the quiet, everyday acts of kindness like holding an elevator or surprised gift-giving.
The campaign bridges the gap between traditional values and modern living, showing how eXtra, Saudi Arabia’s leading electronics retailer, plays a role in these moments. Whether it’s gifting a much-wanted coffee machine to a friend or preparing a meal for a stranger, the ad highlights that while generosity is always in our DNA, during Ramadan, it becomes "eXtra."
This professional campaign titled 'What is generosity?' was published in Saudi Arabia in February, 2026. It was created for the brand: Extra, by ad agency: DONE Creative Company. This Film, Integrated, and OOH Outdoor media campaign is related to the Electronics, Technology and Retail Services industries and contains 1 media asset. It was submitted 12 minutes ago.
Credits
Company : eXtra (United Electronics Company)
Production Company: Done House
Director : Souhail Saddiah
Creative Director: Ahmed Elramlawy
Copywriter & Concept builder : Sara Albuwait
Head of Marketing : Amr Ibrahim
Marketing Director : Mohamed Hussien
DOP : Abdulaziz
Producer: Kamal Saddiah
Music Composer: Omer Fadel
