Iftar is always better together

A new Ramadan campaign from Serviceplan Arabia and Abdul Latif Jameel Motors – Toyota sector, embraces generosity during Ramadan.

In the comedic spot filmed at Al Khobar's Corniche in Dammam, Saudi Arabia, and directed by Abdullah Khamees out of production house DeJaVu, Serviceplan Arabia and Abdul Latif Jameel Motors - Toyota Sector depict two groups of men competing against each other to invite a lonesome stranger to celebrate Iftar with them. 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 beautifully capture tradition and diversity in the film, showcasing the essence of Saudi culture in an authentic way.

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.