Taking The Wheel

In the Arab region, mothers are still considered the main caretakers at home, where they’re responsible for nurturing children and maintaining the household. So, with the help of Zombie Studios, Publicis Q and Infiniti decided to challenge the norm and launch the QX60 – a modern, luxurious family SUV - with an animated film that deconstructs traditional family expectations and portrays the father in a completely different light: as a care-taker and, ultimately, ballet tutor.
In a beautiful, Pixar-style animation, the story invites viewers into the life of working parents who juggle their professional lives and two young children together.

The film was designed specifically for the Arab region, with truly localized characters and locations that resemble Middle Eastern residents and cities.

“We wanted to make an ad that didn’t feel like an ad. Something that might play before a Disney flick or an episode of Peppa Pig and people would assume it’s entertainment,” explains Eduardo Branco, Creative Director at Publicis Q Middle East.

“I was really happy when I received the invitation to direct this human-centered tale because I lived in Dubai for 5 years and I know a lot about the culture and customs of the region. The audience wants to watch amazing content, otherwise they hit the skip button. I think this animation achieves this by showing the organized chaos of a modern family that people can identify themselves with,” completes Daniel Salles, film director and partner at Zombie Studios.