Cadillac: Ramadan Road

I don't understand this ad.
Anyone plz explain...?

I am guessing this ad is for muslim middle eastern countries? Otherwise i dont think there is any significance for other people... its even called Ramadan Campaign.

I don´t get it

Time to sleep?

Ramadan is an Islamic religious observance that takes place during the ninth month of the Islamic calendar; the month in which the Quran, according to tradition, was revealed to the Prophet Muhammad. In the western calendar, the dates of Ramadan vary, moving forward about ten days each year. It is the Islamic month of fasting, in which participating Muslims refrain from eating, drinking, sex, smoking, and anything that is not of a good nature or in excess from sunrise until sunset. Fasting is meant to teach the Muslim patience, modesty and spirituality. Ramaḍān is a time to fast for the sake of Allah, and to offer more prayer than usual. Muslims also believed through good actions, they get rewarded twice as much as they normally can achieve. During Ramaḍān, Muslims ask forgiveness for past sins, pray for guidance and help in refraining from everyday evils, and try to purify themselves through self-restraint and good deeds.

http://brandingbook.blogspot.com/2009/12/cadillac-of-brand-naming.html

Heh?

ANy rational guys? I would like to hear from its creative. Thanks.