Hot on the heels of the excellent news that women in Saudi Arabia will finally be allowed behind the wheel, came countless advertising campaigns with the aim of wooing this unexpected new market.
There have been some clever graphic design campaigns paying heed to the traditional Saudi dress code, but as I scrolled through numerous adverts “welcoming” these women drivers, something niggled me. Behind the “good-vibes” show of support for the decision, opportunism lurks.
Here we take a look at some of the adverts that have come out since the announcement by King Salman, just five days ago.
The stop-motion animation of Jaguar Mena's effort is cute enough. But a handbag featuring spilled contents is a little stereotypical.
Ford Middle East
Nissan Middle East
It will be interesting to see the uptake from women drivers in the kingdom when the ban is lifted next year – no doubt many will still be kept from the driver’s seat by familial and societal pressures. But in celebrating this leap forward, let’s not be swayed into thinking that the car manufacturers deserve any particular praise.