Exploitation and abuse of domestic workers is a major problem in the kingdom and it is hoped that the ads will send a message of mercy following the holy month of Ramadan, which ends tomorrow.
The ads, the work of Jeddah-based Full Stop Advertising, have caused a stir in the Middle East even prior to their first airing, and publicity surrounding the commercials has focused on the well-documented abuse of maids.
However, Kaswara al-Khatib, founder and chief creative director of Full Stop Advertising, said the campaign was not limited to highlighting the controversial conditions in which maids sometimes have to work.
Al-Khatib said: "The campaign we're working on is on labour abuse in general -- maids, drivers, helpers etc."
Originally pencilled to run during Ramadan, Khatib decided to run the ads after the holy month in case the ads became lost in the proliferation of advertising that characterises Ramadan.
Malak Maghrabi, creative assistant at Full Stop, said there would be three different executions of the campaign, the first featuring an unkind businessman, the second an unjust female and the third a cruel female.
Human rights groups have consistently criticised Saudi Arabia for failing to clamp down on abuse of foreign workers, which can take the form of physical assault, sexual abuse or the withholding of salaries.
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