The Prophet Hūd’s people lived in al-Aĥqāf, an area of extensive sand dunes not far from Ĥadramowt and in the direction of Yemen. They lived sometime after Noah, and were one of the communities that deviated from the right way sometime after the flood that punished Noah’s people.

Hūd’s story was told in more detail in Sūrah 7, The Heights, and Sūrah 11, Hūd. It is also mentioned in .Sūrah 23, The Believers, without mentioning the names of Had or his community. The story here is summed up between Hūd’s address to his community that encouraged them to believe in God’s oneness and the end they faced as God’s punishment befell them.

The story of Had and his people has the same beginning as Noah’s story:

The `Ād, too, denied God’s messengers. Their brother Hid said to them: Will you have no fear of God? I am a Messenger [sent by Him] to you, worthy of all trust. So, fear God and pay heed to me. No reward whatever do I ask of you for it: my reward is only from the Lord of all the worlds. (Verses 123-127)

It is the same message given by every messenger of God: it is a call to believe in God alone and to fear Him and obey His messenger. This is coupled with a declaration disclaiming any interest in worldly luxuries or position the people may have to offer. This puts things in the right perspective. The messenger seeks nothing from them, but instead he looks to God for his reward.

Had follows this declaration by examining their own particular conditions and behaviour. He criticizes the fact that they build lofty buildings to demonstrate their ability, taking pride in their wealth. He denounces their arrogance which results from their material power and the resources that enable them to use different forces and means, in total disregard of God, oblivious to the fact of their accountability to Him: “Do you build a landmark on every high place, in a vain endeavour, and make for yourselves strong structures, hoping to be immortal?” (Verses 128-129)

It seems that they used to build on high places so as to make such structures appear from a distance as grand landmarks. They did so to emphasize their superiority and great ability. Hence the Qur’ān describes it as a vain endeavour’. Had it been intended as a landmark or a sign to show direction, it would not have been described as such. The Qur’ānic statement, then, implies the need to direct one’s resources and abilities to what is of benefit, not merely to show off and demonstrate abilities and wealth. It also appears that the people of `Ād were well advanced in industry, using machinery to carve positions for their palaces which they built on mountains. This is indicated in Hūd’s saying to them: “and [you] make for yourselves strong structures, hoping to be immortal?” (Verse 129) It even occurred to them that such strong structures built with the use of heavy machinery could spare their lives, and protect them from severe atmospheric conditions as also from enemy attack.

They have further practices that are strongly criticized by Had: “When you exercise your power, you do so like cruel tyrants.” (Verse 130) They were mighty, hard, tyrannical and would deal with others using utmost cruelty, like many others who rely on material power.

Had, therefore, reminds them that they must fear God and obey His messenger.

This would be sure to redress their cruelty and put a stop to their arrogance: “So, fear God and pay heed to me.” (Verse 131) He further reminds them of God’s grace, as it is He who has favoured them with His blessings which they use arrogantly as also to oppress others. They should have remembered God’s favours and given thanks for them. They should also bear in mind that the One who has granted them such favours can easily take them back, or punish them for putting His favours to wrong use: “Fear Him who has provided you with all that you know. He has provided you with cattle and children, and gardens and springs. Indeed, 1 fear lest suffering befall you on an awesome day.” (Verses 132-135)

Hūd’s reminder mentions first the One who granted them such blessings before enumerating them. He “has provided you with all that you know.” It is all a gift for you, and you know it well as you benefit by it in your lives. He then gives further details:

“He has provided you with cattle and children, and gardens and springs.” (Verses 133-134)

These were the best favours that they could have enjoyed during that period of time. They are indeed a great favour at any time. He then warns them against punishment that may befall them on an awesome day. His warning expresses his fear for their end, because he is one of them, their brother, and he wants to spare them the hardship of that day which is certain to come.

But his reminders and warnings do not touch their hardened hearts. They stubbornly refuse to mend their ways: “They answered: It is all one to us whether you admonish us or you never give admonition.” (Verse 136) This is a derogatory way of speaking, one which expresses their carelessness for whatever he might say. They add a clear indication that they are hardened in their ways, relying totally on what they have inherited from previous generations: “This is none but the practice of the ancients. Never are we going to be punished.” (Verses 137-138) Their only argument in defence of all the practices Hūd has criticized them for is that they are following earlier generations, towing their line. They then deny the possibility of being punished for following in their ancestors’ footsteps: “Never are we going to be punished.” (Verse 138)

The sūrah does not mention here any of the arguments that took place between them and Hūd. It proceeds straight to the end: “Thus they denied him. So We destroyed them.” (Verse 139) These two short sentences, expressed in the original Arabic text by only two words, fakadhdhabūhu fa’ahlaknāhum, spell out the end of the mighty people of `Ād and their great symbols of power. Nothing is left of their luxuries, cattle, children, gardens and springs.

How many a community has followed the same practices as the `Ād people, moving further away from God with every new aspect of civilization they have achieved. They always think that man can be independent of God. They try to produce weapons to destroy others while ensuring their own security. Yet it may be only a day or a night and such a community finds itself subjected to God’s punishment: “Indeed, there is in this a sure sign; yet most of them will not believe. And indeed it is your Lord who is the Mighty One, the Merciful.” (Verses 139-140)