This Ramadan, Serviceplan Arabia and Abdul Latif Jameel Motors, the exclusive distributor of Toyota vehicles in Saudi Arabia since 1955, are unveiling a new chapter in their seasonal campaign.
Shifting focus to the enchanting southern region, particularly Abha, the campaign captures the heart and soul of the area’s traditions, community spirit, and breathtaking landscapes.
Last year's campaign took a different approach, with Serviceplan Arabia and Abdul Latif Jameel Motors emphasizing the theme of generosity through a humorous film. The ad portrayed a Toyota vehicle as the heart of the Ramadan spirit, highlighting how generosity brings people together. Through lighthearted storytelling, it celebrated the joy of sharing and the connections made during the holy month.
After exploring the cultural richness of Saudi Arabia’s Western, Central, and Eastern regions in previous campaigns, the collaboration now turns its lens to the South offering an immersive portrayal of Abha’s deep-rooted customs, reflecting the essence of togetherness, perseverance, and friendly competition that define the Ramadan experience.
Directed by acclaimed Saudi filmmaker Meshary and produced by Clandestino Films, the campaign seamlessly intertwines Toyota’s legacy of adventure with the cultural heritage of the southern communities. Through compelling storytelling and evocative visuals, it honors the familial bonds and collective spirit that make Ramadan in this region unique.
Rami Hmadeh, Managing Partner at Serviceplan Arabia, emphasized the deeper significance of the campaign: “This is more than just an ad; it’s a heartfelt tribute to the values that keep families and communities united. We aimed to celebrate the authentic experiences of the southern Saudi people and highlight how these traditions continue to flourish, particularly during Ramadan.”
Echoing this sentiment, Munir Khoja, Managing Director of Jameel Motorsport and Marketing Communications at Abdul Latif Jameel Motors, highlighted the emotional connection at the core of the campaign: “Ramadan is not only about commemorating significant moments but also about strengthening bonds and creating lasting memories. By showcasing the unique charm of the southern region, we invite audiences to immerse themselves in the warmth and resilience of its people. This campaign is a celebration of shared joy and traditions, and we hope it resonates deeply with everyone who sees it.”
By focusing on the rich cultural fabric of Abha and its surrounding areas, Serviceplan Arabia and Abdul Latif Jameel Motors continue to redefine brand storytelling, offering audiences an inspiring and visually captivating glimpse into Saudi Arabia’s southern heritage during the holy month of Ramadan.
CREDITIS:
Client: Abdel Latif Jameel Motors (Toyota)
ALJ Toyota Branding & Communication Team: Munir Khoja; Mohamed Shamseldin Attallah; Ahmed Shaker Abdelhy
Title: Ramadan Film 2025
Location(s): Abha, Saudi Arabia
Agency: Serviceplan Arabia - Serviceplan Group Middle East
Managing Partner: Rami Hmadeh
General Manager: Ramy Abdelrehim
Business Director: Khaled Hakim
Client Servicing: Dai Al Mokadem; Fatima Alghamdi
Head of Production: Hicham Soubra
Sr. Producer: Cynthia Chabu
Regional Creative Director: Bassem Ainu
Art Director: Abdullah Kurdi
Arabic Copywriter: Fatima Sanba
Production House: Clandestino
Executive Producer: Ray Barakat
Line Producer: Joyce Nakhoul
Producer: Marc Fadel
Director: Mshary Almazyad
DOP: Ahmed Bayoumi
Wardrobe Stylist: Haneen Ahmad
Art Director: Amany Wahba
Rental House: Final Cut
Post Producer: Chaza Zoueini
Editor: Joe Ata
Grader: Clément le Fouest
Music & SFX: Gamal Fahim
Online: Maxime Dabel, Mirage studio
