BMW M has launched “Get Even With Corners,” a campaign created by Serviceplan Middle East for BMW and AGMC, the authorized importer of BMW Group vehicles for Dubai, Sharjah and the Northern Emirates.
The campaign features a film that puts corners on trial in a black-and-white courtroom drama before revealing, after a lifetime of losing to corners, a place where drivers can get even: behind the wheel of a BMW. “We have a score to settle with corners,” says the prosecuting attorney.
The film is directed by Nalle Sjöblad through DejaVu Productions and borrows from noir cinema and absurdist comedy, using heavy shadows, wide-angle framing and period details. The 90-second spot maintains an unsettling tone throughout as it moves through a series of sharp-edged hazards and the familiar injuries they cause: bumped heads, bruised hips and crushed toes. The courtroom argument is simple: corners have inflicted pain for generations, yet have never been held accountable.
“Get Even With Corners” replaces the usual automotive tropes of power, precision and performance with a darkly comic take on one of life’s universal annoyances.
“We’ve spent a lifetime slowing down for corners,” said Akhilesh Bagri, Chief Creative Officer, Serviceplan Middle East.
“The track simply lets you explore what happens when you stop doing that. It’s where the conversation between driver and machine really begins. That’s where a BMW M makes a difference, and where the reputation of the Ultimate Driving Machine starts to feel entirely deserved.”
“The visual language had to make the case feel completely real, even though the premise is inherently ridiculous,” said Sjöblad.
“We treated the courtroom like the centre of an entire world where corners have caused genuine damage and the people have finally decided to seek justice. The noir aesthetic gave us tension, obsession and a sense of unresolved grievance. Then, when we move into the BMW M driving, that rigidity gives way to movement and control. The same thing that has been presented as the villain suddenly becomes the source of pleasure.”
“BMW M is a brand that has built its reputation in the moments when the car, the driver and the road come together,” said Ziad Boghdady, Director, Marketing & Customer Life Cycle Management, AGMC.
“A corner is where that relationship becomes tangible. You can talk about handling, response and control, but the quickest way to understand driving pleasure is to experience an M car through a corner yourself. Through this campaign, AGMC & BMW M are giving people who may be curious about the badge a playful reason to come and discover what that feeling is really about.”
The campaign’s market focus is the UAE, covering Dubai and the Northern Emirates, and is set to launch between October and December 2026, when BMW M track days commence.
Credits
Agency: Serviceplan Middle East
Agency Managing Partner: Natalie Shardan, Akhilesh Bagri
Chief Creative Officer: Alex Schill
Creative Director: Andre Couto
Account Management: Laith Alemailat
Agency Art Director: Yasir Ali
Agency Producer: Geetika Sood, Saquib Wakankar, Mahmoud Abdelfattah
AGMC: Managing Director
Hamid Haqparwar
AGMC: Director, Marketing & Customer Life Cycle Management
Ziad Boghdady
BMW Group Middle East: Head of Sales & Marketing
Fawzi Mohamed
BMW Group Middle East: Marketing Communications Manager
Bianca Dorneanu
Cinematography: Pasi Pauni
Editor: Neda Zag
Executive Creative Director: Nishant Shah
Film Director: Nalle Sjöblad
Film Production Company: Dejavu
Post Production Facility: Rafic Sawaya, Abhishek Sharma
Producer: Manasvi Gosalia, Kavya Iyer, Steve Gerges
Recording Studio: Eardrum Australia
Regional Agency Group: Serviceplan Group Middle East
Sound Designer: Upright Music
VFX Operator: Pradosh Chandra, Megan Fowkes, Kauê Akimoto
Writer: Thomas Gheorghiu, Mahmoud Abdelfattah, Rana Ahmad
