Disney+ MENA has unveiled an innovative campaign that seamlessly integrates Saudi culture with its renowned entertainment offerings available on the streaming platform.

This campaign brings mainstream entertainment into the daily lives of Saudi citizens. With the Arabic tagline “Watch and Live the Stories (شاهد وعيش القصص),” the videos highlight cultural elements such as gourmet kabsa inspired by Disney’s Ratatouille and FX’s The Bear, Wolverine-themed toothbrush claws, and a father serenading his children with beloved Disney songs.

The initiative aims to “reimagine Disney+ favorites in moments that feel like home” by intertwining Saudi culture with iconic narratives from The Walt Disney Company. Featuring three 15-second hero videos, it showcases six of the platform’s top-performing titles in the region, including Inside Out 2, Deadpool & Wolverine, Taylor Swift’s The Eras Tour (Taylor’s Version), and Frozen.

From Dallah coffee pitchers and neatly folded Ghutras at the entrance to the distinctive scent of Bakhour incense, every scene subtly reflects Saudi culture.

Ruben Lawrence, Director of Marketing, Communications, Ad Sales, and Production for The Walt Disney Company Middle East, stated: “Our recent ‘Watch and Live the Stories’ campaign for Disney+ marks another significant step in our journey of being ‘authentically Disney, distinctively local.’

“Since launching the Disney+ streaming service in Saudi Arabia in 2022, we have aimed to forge an emotional connection with our Saudi audience and share stories they cherish. This is our third locally developed Disney+ campaign, and like the previous two, it was entirely a local initiative, crafted by our MENA creative and marketing teams, and produced right here in the region. By utilizing a local perspective and incorporating elements of local culture into the campaign, we have successfully brought these beloved stories to life in a fresh way, showcasing the richness and variety of the Disney+ service for the Saudi audience.”