Pepsi's Ramadan ad unfolds across three mobile screens
Pepsi and ad agency Impact BBDO Cairo have released a multi-screen mobile ad for Ramadan, comprised of three videos that reflect different frames of the same piece of work. Called "Let's Get Together", the videos encourage viewers to invite two other mobile phone users to play the ad at once. The ad features a group of friends meeting to break their fast, but becoming distracted by their phones. Pepsi then invites users to put down their phones and enjoy the company of friends. The ads can be found on YouTube and Facebook's Carousel feature.

Five full days of Ramadan remain. For those unfamiliar with the Islamic holy month—or its Catholic cousin, Lent—it’s a period of fasting and cleansing that dramatically impacts Middle East and North African (MENA) markets.

As long as the sun is up, practicians neither eat nor drink. Businesses open late and close early in recognition of the fast’s effect on both customers and employees. Come sundown is Iftar, a moment of gathering when the fast is broken, and family and friends unite to celebrate and stuff their faces before doing it all over again tomorrow.

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