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Amazon.ae Debuts “It’s On Amazon Prime” Campaign Videos
The promotional films were specifically developed for the UAE in conjunction with Saatchi & Saatchi Middle East.
Amazon.ae has rolled out its latest “It’s on Prime” platform and introduced a regional promotional campaign specifically targeting the UAE. The campaign was developed by Saatchi & Saatchi Middle East (ME) and consists of three new promo films and a range of social media ads, highlighting the variety of ways an Amazon Prime membership can make customers’ lives easier.
The films use a storytelling formula to promote benefits such as Free delivery, Amazon Fresh, and Prime Video, and feature a diverse collection of customers facing everyday challenges that can be solved by Amazon Prime.
Bruno Barbosa, Senior Creative Director for Saatchi & Saatchi ME, noted: “The biggest challenge was to find relevant and fresh insights that relate to the melting pot of nationalities across the UAE and craft stories that showcase all the benefits the brand has to offer without compromising on smooth and lighthearted storytelling”.
The first film shows a young woman moving out of her parents’ home. While the mother finds new ways to reach out as she misses her daughter, the young woman discovers a flair for cooking using Amazon Fresh and surprises her with a home-cooked dish.
In the second film, we see the day-to-day life of a couple with busy schedules and watch them find ways to connect. Amazon services help them buy items to make mornings easier, share home-cooked meals, and enjoy time watching their favorite shows.
The third film depicts the life of a family with a newborn baby. Amazon’s fast and free shipping helps them find simple ways to care for their baby while helping their eldest son connect with his younger brother.
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Amazon’s Head of Marketing for the Middle East and North Africa, Moemen Elhamalawy, said: “We are incredibly proud to share this regional installment of the campaign with our customers in the UAE. The campaign is about sharing the various ways members can make the most of their Prime membership [and] we are proud to have collaborated with the Saatchi & Saatchi team to bring this vision to life.”
News
Microsoft Plans $10 Billion-Plus Gulf Expansion Despite Iran Conflict
Security is shaping Microsoft’s approach, from resilience work with governments to what it will say about how the money splits by country.
Microsoft is planning more than $10 billion of investment across the UAE, Saudi Arabia, Qatar and Kuwait through 2030, Vice Chair and President Brad Smith told Reuters, calling the spending schedule aggressive. The Iranian conflict that began on February 28 has not persuaded the company to scale back.
“We’re sustaining all the investments we planned to make before this conflict started, and we are in fact adding to them,” Smith said. The $10 billion-plus total does not, however, show how large those additions are.
The investment, which Smith described as part of Microsoft’s continued infrastructure expansion, is aimed at cloud and AI infrastructure and at the company’s growing regional operations. Microsoft also intends to put more than $400 million into subsea and terrestrial connectivity across the Middle East by 2030.
The spending fits the region’s own ambitions too. Gulf governments have been investing heavily in AI infrastructure as part of a push to diversify their economies beyond oil and gas and turn themselves into global technology hubs. Major cloud and AI providers have been drawn in part by the land and relatively low-cost energy on offer.
Microsoft is widening its partnerships with regional AI companies, though not on identical terms. In 2024, it invested $1.5 billion in Abu Dhabi-based G42 for a minority stake, and Smith currently sits on G42’s board. Saudi Arabia’s Humain and Qatar’s Qai are working with Microsoft on selected priority areas, but Smith said the company does not plan to make capital investments in either.
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The conflict has added another strand to Microsoft’s work in the region. Since it began, Smith said, the company has supported regional partners with digital resilience assessments, and it is now working with Gulf countries through a digital resilience initiative focused on preparedness and the protection of critical data.
So far, the company has given no country-by-country breakdown of the investment, citing security among other factors. So while the headline figure is public, how Microsoft divides the spending among the four countries is not.
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