BMW marks Ramadan with an emotive tale of a reconciliation between brothers

Serviceplan created spot running in the Middle East

Published On
May 07, 2019

Editor's Pick

BMW is marking Ramadan with an emotional campaign running in the Middle East that tells a story of reconciliation between two brothers. 

The ad, created by Serviceplan and directed by Sune Sorensen via Big Kahuna Films, centers on a man who seems to have fallen out with his brother: although their kids play together at nursery, the siblings don't speak when they arrive to pick them up. At home, while one father watches his son play, he reminisces about his own childhood and finds an old photo album, with pictures showing the two siblings playing together when they were little.

Eventually, the man's brother and wife turn up at his door, to celebrate Ramadan—the month of forgiveness, while their two BMW cars sit side by side. 

The spot was filmed in Lebanon and features Elie Mitri, a Lebanese actor Sorensen had spotted in an award-winning film.

The commercial will be featured across the entire Middle East, including on Dubai TV. It will also air online and on social media platforms.


May 07, 2019
Marketing Manager:
Daniela Dimitrova
Communications Manager:
Yamen Alagha
Worldwide ECD:
Jason Romeyko
General Manager:
Natalie Shardan
ACD Copy:
Wayne Fernandes
ACD Art:
Victor Farias
Head of Arabic:
Khalil Haddad
Account Director:
Ona Linda Johnson
International Communications Officer:
Lee Sharrock
Big Kahuna Films
Sune Sorensen
Assistant Director:
Patrik Farra
Casting Director:
Julie Beiruti
Director of Photography:
Niels Thastum
Executive Producer:
Eddy Rizk
Maya Abdou
Post Producer:
Claudia Ibrahim
Production Manager:
Sonia Habib
Focus Puller:
Toni Ibrahim
Steadicam Operator:
Fares Corbani
Joseph Bou Sleiman
Key Grip:
Rawad Hmeimes
Art Director:
Sarah Chaoul
Wardrobe Stylist:
Missy Tohme
Location Manager:
Picture House
Online & VFX:
Sebastien Leclerc
Cast Protagonist:
Elie Mitri
Cast Boy:
Emile Karaa
Cast Brother:
Elie Moussa
Cast Boy :
Joud Mahmoud
Cast Women:
Rita Sfeir
Cast Women:
Rosie Bou Obeid
Say Something
Song by:
A Great Big World

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