Who's Bringing the Dates?
Abdul Latif Jameel Motors' 2023 Ramadan film for Toyota, set in Riyadh, follows a family iftar at their farm, where calls about who is bringing what, above all the dates, turn into friendly chaos.
- Brand
- Abdul Latif Jameel Motors
- Agency
- Serviceplan Experience
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
Ramadan is a busy advertising season and many Ramadan commercials lean on the same clichés. The film drew on a situation most Saudi families know: the cheerful muddle of organising a big family gathering, particularly in an unfamiliar place.
The idea
Serviceplan Experience picked up the family story from the brand's 2022 Ramadan film. It opens with one relative arriving at the farm first, which triggers a round of calls from the others asking where everyone is, who is bringing which dish and, above all, who has the dates. Each family member drives a different Toyota, so the cars and their owners' quirks keep the brand on screen without the film playing like a product ad.
Case study source: Campaign Middle East Source ↗
