Production of A'Saffa Foods Athan Al Maghrib Ramadan Video

May 14, 2019

We started working with A’Saffa Foods – one of the major food providers in Oman. The task assigned to us was to create a 10-second spot ad for Ramadan.

During the month of Ramadan, it is the most time of the year that Oman TV is viewed, and the reason behind that is to keep track of the Athan Al Maghrib where Muslims break their fast and Oman TV tends to be their great reliance for announcing that.

Because of that, this tends to be the best, most crucial time to work on an awareness ad. Having to place an ad during this time of the month, especially in that time is by far one of the most expensive and effective approach for food companies such as A’Saffa so we wanted to be creative with this ad.

During this time, viewers would be waiting to break their fast as they watch the commercials to hear the “Athan” which is the best opportunity to show the products of  A’Saffa chicken is the best quality of food and chicken you can get. You may think do people still watch TV? Well, in Oman, it’s almost like a tradition here that every household during Ramadan has Oman TV channel on especially before “Maghrib”  Since all eyes are on TV during that moment, it is important that we consider making this commercial appealing to our audience, we had to make sure we would be creative with this and fast!

• The first 3 seconds of the ad spot, we had Mutrah one of the most well-known areas in Muscat display as the background to have the touch of the Omani culture. Alongside we had a voice over of: “We wish you an acceptable fast and a delicious Iftar meal”

• From 3-6 second of our ad spot, we created a nice transition twist to our plot, as we display the Mutrah Corniche as the viewer being there, we then zoom out of Mutrah, which then transitions, to being a painting of Mutrah instead. So as the viewer first sees the ad he/she would not know it’s a painting until they watch the next 3-6 seconds of the ad. As it zooms out, we then have delicious visuals of special dishes presented alongside with the Mutrah painting being as the background. We thought this would be a great technique to have our viewers ready for their meals and as a way to increase the viewers appetite before their first meal, at the same time this gives credit to A’Saffa for providing the best quality of food and best source of chicken.

•  Finally, from second 6-10 we display the credits of A’saffa foods as the concluding of our ad spot.

Check out of our ad spot below!