Um Ali STC

Overview

In the latest episode from its Laywagif platform – aimed to promote the brand’s reliable broadband service - STC introduces Um Ali, a Saudi matriarch who lets nothing come between her and her browsing.

Taken by her fast and reliable 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 2 million views, turning Um Ali into a social media and sports icon, who even sparks a national marathon: the “Race Um Ali”, organized by The Riyadh Women’s Walking Group.

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