Ever since the royal decree lifting the ban on women driving was issued on Sept. 26 last year, Saudis have received the historic news in many different ways.
Perhaps the best reaction was fathers and daughters hitting the streets to learn how to steer the wheel.
On the more private and intimate side, some fathers chose to be part of their daughters’ first time behind the wheel.
A number of videos of fathers giving driving lessons to their daughters circulated on social media sites and apps, especially Snapchat, which has millions of users in the Kingdom.
A couple of world-famous companies took part in the “father and daughter” motion and invested in successful advertisements to further promote it.
Coca-Cola released their ad on Nov. 2 last year under the title “Change is an opportunity, special moment” with the hashtag #ChangeHasATaste. The ad shows a father and his daughter practicing driving in the desert, with the drink as a motivation to master the task.
In another ad by Nissan a number of women were invited to a special driving lesson with an unprecedented instructor. The company brought the fathers, brothers and husbands of these women to give them their first driving lesson.
“I was a bit nervous at first. This was the first time I drove, but knowing my dad was with me I felt safe and comfortable,” said Bayan Ashor from the ad.
Nissan used the hashtag #SheDrives in their ad.