Family Get Together Turns into a Parking Problem in Lighthearted Ramadan Campaign in Saudi Arabia

Serviceplan Experience has created a lighthearted film for Abdul Latif Jameel Motors, a Toyota distributor in Saudi Arabia, celebrating the return of family gatherings during Ramadan by depicting a party that spills over into the driveway as family members look to untangle the parking situation.

The last two years of pandemic-induced lockdowns disrupted large family gatherings during the Holy Month. This Ramadan, people are feeling fortunate to be back together, and Abdul Latif Jameel Motors wanted to find a way to celebrate this time of togetherness.


 

 

“Ramadan is a busy time for marketers. It’s important to stay authentic but easy to fall into a sea of sameness,” said Munir Khoja, Managing Director, Marketing Communication, Abdul Latif Jameel Motors.

“We wanted to do something entertaining and relevant, without ignoring our products. And we believe we’ve achieved that. We hope people enjoy watching it as much as we enjoyed making it.”

Saleh El Ghatit, Creative Director as Serviceplan Experience added: “I wanted to capture the true dynamics of a Saudi family in Ramadan, being half Saudi myself I felt the true dynamics aren’t represented as well as they could be. We tend to see cookie cutter families in a lot of these Ramadan ads, and that was the first thing we needed to avoid. The truth is Ramadan can be funny, the moments we share are ones of joy, happiness and a little bit of banter. The challenge for us was making it feel like a Ramadan ad while keeping it insightful as to why the ad coming from a car brand.”


 

Credits

Agency: Serviceplan Experience

Client: Abdul Latif Jameel Motors (Toyota sector)

Worldwide ECD: Jason Romeyko

Managing Partner: Rami Hmadeh

Client servicing: Ramy Abdelrehim, Ayman Fouda, Kathleen Angeles

Creative director: Saleh ElGhatit

Associate creative director: Oussama Founi, Sameer Suri

Arabic copywriter: Rana Ahmed

Client servicing: Ramy Abdelrehim, Ayman Fouda, Kathleen Angeles

Agency Producer: Yanny Sanchez

International communications officer: Lee Sharrock

Production Credits:

Production House: Big Kahuna Films
Executive Producer: Chady El Khal
Director: Omar El Zoheiry
DOP: Laurent Rodriguez
Post-Production Producer: Razan Hamdan
Music Composer: Marc Codsi
Sound Designer: Rayan Sfeir
Post Production: Lzrd VFX
VFX: Invisible Post

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