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Ramadan is known as the month of fasting and giving.
In their new spot for Peugeot Middle East, Dubai-based Science & Sunshine agency focuses on one of the holy month’s greatest traditions: the act of giving. This month indeed encourages those who fast to contribute money or donate goods to help those less fortunate than themselves.
And it is in the tradition of giving that Peugeot decided to tap in its new Ramdan spot.
The film, set in a fictional village called ‘The Land of Grace’, tells the story of this village and its people getting ready to welcome Ramadan by preparing all the delicious local produce, sweets and handicrafts to be sent to the cities. Each member of the village contributes whatever they can - even the youngest one. It’s all loaded up into a Landtrek (Peugeot’s 1 Ton pick-up truck) that heads off towards the region’s capitals to deliver all the Ramadan goodies from the village. It is beautifully filmed and it manages to exude a warm feel all through.
“We wanted to tell a Ramadan story with all the feels and nostalgic traditions that come with this month and create a natural fit for the brand at the same time,” explains the creative team at Science & Sunshine.
The Landtrek is Peugeot’s return to the pick-up segment - a workhorse with significant load capacity and 4x4 capabilities, and the vehicle ties in perfectly with the brand’s generosity message.
