An AI-generated Ramadan campaign linking religion, family and togetherness with gas

• United Arab Emirates

• Publicis
• Eleva Communications

• Abu Dhabi National Oil Corporation (ADNOC)

• Publicis

Abu Dhabi National Oil Company (ADNOC) – the world’s 12th-largest oil company whose chief executive, Sultan al-Jaber, previously led the COP28 talks in Dubai in 2023 – has been busy linking fossil fuel reliance and Ramadan with creative partners in the region.

Publicis in Dubai and Eleva Communications in Abu Dhabi both created iterations of AI-generated campaigns, taking us from the oil fields to the dinner table where families and colleagues break their Ramadan fast. The campaign uses footage of family traditions, leisurely relaxation, prosperity and entertainment alongside transitions in the working environment of ADNOC staff and the “quiet efforts behind every shared moment.” Worshippers in a mosque and children in a playground are overshadowed by ADNOC forecourt signage while a young couple break their fast in their car during rush hour.

The AI-generated nature of the Publicis campaign is confirmed by ADNOC Distribution’s own marketing leadership. In a LinkedIn post, a senior ADNOC executive described it as “our first AI native creative brand campaign, from models and styling to environments and visuals,” framing it as “a bold step that reflects how we think about innovation” and “a way to unlock new dimensions of storytelling.”

Family tradition is part of a wider ADNOC campaign called ‘’Guardians of Energy”, which reframes “energy as responsibility”. The campaign, which includes a long-form documentary and a series of films, deliberately ties into the UAE designating 2026 as the nation’s Year of the Family, reinforcing the relationship to fossil fuels as familial and therefore socially and morally obligatory. The goal is to show Emiratis that ADNOC “is more than just an energy company; it is a family in its own right.” One line in the ad, “leaving family at home to work with family on site”, appears to blur the boundary between personal and professional identity in service of fossil fuel social license.