TOYOTA FAMILY - 2022

Similar to chirstmas ads, ramadan ads tend to fall on the cliche side. We wanted to stand out in a sea of same this month. It‘s tradition to gather at the eldest‘s house to break fast in ramadan, and if you‘re the first to arrive and first to leave you might have a hard time with your escape.

This film went on to become a reference point for many automakers in the region, we also noticed a shift in how automakers approached Ramadan ads in the years to come. I would like to say this was proof that Ramadan can be treated differently, the other things is we set a very high bar for ourselves for the next year.

Director: Omar El Zoheiry

Agency: Serviceplan Middle East

TOYOTA FAMILY - 2023

Building on the success of last year's Ramadan campaign we wanted to capture another genuine family moment this month. However, this time it's a pre-Iftar moment (breaking fast). It’s tradition to gather at the eldest’s house to break fast in Ramadan — But what happens when they’re going to Grandpa’s farm that’s outside of the city?

Director: Mohammad Hammad

Agency: Boomtown Productions