Toyota’s comedic Ramadan ad taps into the unwavering Saudi hospitality

Toyota’s comedic Ramadan ad taps into the unwavering Saudi hospitality

A new Ramadan campaign from Serviceplan Arabia and Abdul Latif Jameel Motors – Toyota sector takes a different approach to the Holy Month.

Set in against the corniche of Saudi-city Khobar, the ad takes a more comedic approach while maintaining the spirit of Ramadan and generosity.

Departing from typical family-centric themes, this year’s spot delves into communal experiences during the sacred month. Around the time of sunset, friends gather to break their fast on the grassy corniche in Al Khobar.

One group, youthful and sociable, meets an older group, seasoned and wise. A man sitting alone, lost in contemplation by the sea, catches their attention.

With kindness, one group invites him to join their iftar, sparking a friendly rivalry with the group of elders. Amidst playful banter, the eldest intervenes to remind everyone of Ramadan’s essence – generosity unites hearts in compassion.

The witty exchange between the two groups culimates in the decision that they should all celebrate Iftar together.

The focus on Al Khobar’s Corniche celebrates Saudi Arabia’s culture, while the narrative and direction aims to capture tradition and diversity in the film, showcasing the essence of Saudi culture in an authentic way.

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Munir Khoja, Managing Director, Marketing Communications at Abdul Latif Jameel Motors – Toyota