STC introduces the incredible Um Ali
Posted on 2017 Nov,03

In the latest episode from STC’s Laywagif platform – aimed to promote the brand’s reliable broadband service – an exuberant character is introduced: Um Ali, a Saudi matriarch who lets nothing come between her and her browsing.

Taken by her fast and indefectible internet connection, Um Ali unintentionally roams the length and breadth of Saudi Arabia, as she continues to browse on her mobile.

The humorous video of an unaccompanied Um Ali walking across Saudi, went viral in just one week, garnering over two million views, turning this one-of-a kind character into a social media and sports icon. She was also the inspiration behind a national marathon, as she sparked a race dubbed “Race Um Ali”, organized by The Riyadh Women’s Walking Group.




Creative Agency: J. Walter Thompson Riyadh

Chafic Haddad - Chief Creative Operations Officer

Rayyan Aoun - Executive Creative Director

Amr Wagih - Creative Director

Elie Choueiry - Associate Creative Director

Max Dipasupil - Art Director

Ezzeddine Yassine - Art Director

Maher Kaidbey - Senior Producer

Jude Alsaati - Junior Producer

Yazeed Alharthi - Senior Copywriter

Abeer Alsalem - Copywriter

Jad Haddad- Associate Business Director


Production House: Telfaz 11

Nizar Qandi - Director   

Alaa Fadan - Executive Producer               

Amr Alammari - DOP

Eisa Hashim - Music