Key takeaways: Founding Day on February 22 and Saudi National Day on September 23 are seasons when brands compete for the same audience on the same days. Brands that prepare versions weeks ahead test and pick the best; those that start in the same week launch a single ad without testing.

How do Founding Day and National Day differ for advertising?

Founding Day on February 22 marks the beginning of the first Saudi state in 1727, so heritage, roots, traditional fashion and old customs suit it. National Day on September 23 marks the unification of the Kingdom in 1932, so pride, achievement and national offers suit it. Mixing the two occasions in one message weakens the ad.

When should you start preparing?

Start roughly four to six weeks before the occasion, so there is time to write, produce and test for at least a week before demand peaks:

A person marking a large calendar for early planning of product video ads with shopping bags beside a phone
Early planning on the calendar prepares video ads for upcoming shopping seasons · AI illustration
  1. Six weeks before: choose products, offers and angles.
  2. Four weeks before: approve scripts and dialect.
  3. Three weeks before: launch test versions on a small budget.
  4. Occasion week: scale the budget on the winning versions only.

Which sales angles should you test?

Heritage
Suits
Founding Day
Example opening
"From our grandparents' days to today"
Gift
Suits
Both
Example opening
"A gift that suits the occasion"
Limited offer
Suits
Both
Example opening
"The National Day discount ends tonight"
Local pride
Suits
National Day
Example opening
"Made in Saudi Arabia", only when it is true

What should you avoid in national occasion ads?

  • Do not use the national flag or emblem in a commercial ad; use the occasion's visual identity according to its published official guidelines.
  • Do not say "made in Saudi Arabia" or "local product" unless it is true and provable.
  • Do not mix Founding Day symbols with National Day slogans.
  • Do not run the same ad with the same opening all season; refresh openings every few days.

How does AI help in a short season?

The season is short and competition is high, so there is no time to film several versions. With AI, the same product photos produce several openings, angles and dialects (Najdi, Hijazi and general Gulf), and the first batch arrives within 48 to 72 hours of script approval, leaving time to test.

Person turns products like box shirt and mug into phone video ad leading to orders payment and sales in short season
Quickly turning products into a video ad that prepares the store for orders and sales in the season · AI illustration

What does a timeline for a national occasion look like?

Start from the day itself and work backwards. Leave time to approve ideas, then to produce, then for a short test before the season. This order means you launch on the key days with tested versions, instead of starting tests when competition peaks.

Several weeks
Step
Choose the offer and angles, write the scripts
About two weeks
Step
Approve scripts and receive the first batch
One week
Step
A short test with a small budget
The days of the occasion
Step
Scale the winner and prepare alternatives

Which messages suit each type of store?

Tie the occasion to what you actually sell, not to generic slogans. A fashion store talks about the occasion look, a restaurant about family gatherings, a gift store about giving. A message tied to the product feels genuine and stays in the viewer's memory longer than a generic greeting.

Fashion and abayas
Message
The occasion look
Restaurants and coffee
Message
Family gatherings and hospitality
Fragrance and gifts
Message
Giving on the occasion
Electronics
Message
Offers and delivery before the day

What should you do if Founding Day falls during Ramadan?

Astronomical estimates suggest Founding Day 2027 will fall within Ramadan, and the final dates of the month depend on the official announcement. In that case, do not launch a loud celebration ad that breaks the mood of the month; fold your Founding Day ads into the Ramadan plan itself, with one brief and heritage versions in a calm, proud tone.

Scenes
What suits the overlap
Heritage majlis and hospitality, with no eating or drinking by day
Tone
What suits the overlap
Calm pride, without loud music
Offer
What suits the overlap
A heritage gift with an offer that runs through to Eid

Frequently asked questions

When are Founding Day and Saudi National Day? Founding Day is on February 22 and National Day on September 23 every year.

Can the Saudi flag be used in an ad? The flag is not used in commercial advertising. Use the occasion's colors and official visual identity instead.

How many versions do I need for the season? It depends on the number of products and the budget. Prepare several openings for each main product so you can pick the winner before the peak.

Should I use the same ad for both occasions? It is better to make a version for each, because each day has its own meaning and audiences notice a recycled ad.

Does the same approach work for UAE National Day? Yes, with messages specific to the Emirati occasion and a dialect that suits its audience.

What size are the occasion ads, and which platforms do they run on? We deliver them in 9:16 at 1080x1920, ready for Meta, TikTok, Snapchat and YouTube Shorts.

To see how we produce seasonal ads, visit AI UGC Ads in Saudi Arabia, and also read Preparing Ramadan 2027 ads.