Ad Nut
May 9, 2019

Try not to cry watching this Ramadan-themed BMW ad

Stunning film by Serviceplan targets the Middle East, but tells a universal story. Watch it, then call your sibling(s).

This three-minute Ramadan-themed film for BMW by Serviceplan is remarkable in many ways. The performance of the main actor. That it's a single Steadicam shot with absurdly difficult lighting. That it tells its story so economically (we don't know what caused the men's falling out, but we get hints). The song. The feels.

If the product placement is a bit heavy-handed, Ad Nut feels confident you'll forgive it like Ad Nut did, and anyway the juxtaposition of a conservative old BMW against one with a more modern character also reinforces the story.

Ramadan kareem, indeed. Now, call your siblings.


Client BMW
Agency Serviceplan
Jason Romeyko, worldwide executive creative director
Wayne Fernandes, associate creative director, copy
Victor Farias, associate creative director, art

Big Kahuna Films
Sune Sorensen, director
Patrik Farra, assistant director
Julie Beiruti, casting director
Niels Thastum, DP
Eddy Rizk, exec producer
Maya Abdou, producer
Claudia Ibrahim, post producer
Sonia Habib, production manager
Fares Corbani, Steadicam operator
Sarah Chaoul, art director
Missy Tohme, wardrobe stylist

Online & VFX: Pixelmob
Sebastien Leclerc, editor 

Elie Mitri, Emile Karaa, Elie Moussa, Joud Mahmoud, Rosie Bou Obeid

“Say Something” by A Great Big World

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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