RIYADH, SAUDI ARABIA — Abdul Latif Jameel Motors has returned this Ramadan with a film conceived by creative agency Serviceplan Experience that captures the essence of togetherness during the Holy Month. Building on the success of last year’s heartwarming campaign, the new film is set in Riyadh and continues the story of a family getting together for an iftar at their farm.
The film opens with a family member being the first to arrive, setting off a chain of events as other family members call to find out where everyone is and who is bringing what for iftar, and in particular who is responsible for bringing the dates. The good-natured chaos that ensues is relatable to every Saudi family who has organized a large gathering, especially in a new location.
What sets this campaign apart is its focus on avoiding cliches that most Ramadan commercials usually feature. The film showcases different characters in different Toyota vehicles, each with unique personalities and quirks, making it relatable to audiences across Saudi Arabia and the region.
“With the client’s trust, we were once again able to tell a story that feels relatable and human, even though the brand is visible throughout,” said Saleh El Ghatit, Creative Director at Serviceplan Experience. “This a style and space that Abdul Latif Jameel Motors Toyota can now own.”
Munir Khoja, Managing Director of Marketing Communication at Abdul Latif Jameel Motors, said, “We believe in the power of human connection; our new campaign encapsulates the essence of togetherness and the joy of shared experiences. The film highlights the significance of authentic and relatable marketing during this busy season, revealing the importance of entertaining our guests while staying true to the Kingdom’s values and traditions. As we wish everyone a blessed Ramadan, the campaign serves as a heart-warming reminder of the power of family and community, bringing smiles across Saudi Arabia and beyond.”
Abdul Latif Jameel Motors’ new film captures how families celebrate the spirit of togetherness and generosity during Ramadan, beautifully revealing that even in the most chaotic circumstances, the love and togetherness between family members always shine through.
AGENCY: Serviceplan Experience
CLIENT: Abdul Latif Jameel Motors (Toyota sector)
MANAGING PARTNER: Rami Hmadeh
BUSINESS UNIT DIRECTOR: Ramy Abdelrehim,
CLIENT SERVICING: Ayman Fouda, Jessy Elia, Kathleen Angeles
CREATIVE DIRECTOR: Saleh ElGhatit
ARABIC COPYWRITER: Rana Ahmed & Fatima Sanbaa
HEAD OF PRODUCTION: Ossama Elrashidy
International Communications Officer: Lee Sharrock