BMW xWalk

BMW Middle East

Two Brothers

BMW Ramadan
  • Category

    Brand Campaign
  • Industry

  • Client

    BMW Middle East

Not all car commercials push sales during the Holy Month of Ramadan. For its part, BMW Group Middle East sought to define its brand core, “Joy”, with a highly emotive film devoid of joy, up till the end when we finally get to see the restoration of pure delight and a glimpse of BMWs past and present.

“Two Brothers” is a multigenerational story of reconciliation that cuts through the clutter of commercialized automotive advertising by focusing on the importance of family and relationships at a time when one’s inner values as a Muslim is best on display. But while it seeks to address a core Arab audience at a time dubbed as the Middle East’s advertising Superbowl, “Two Brothers” hinges on a universal truth that is as highly relevant as it is resonant to a global audience. 

In seeking to address the heart of belongingness, one of man’s three basic psychological needs, BMW’s Ramadan spot succeeds in distilling a strong human insight into an authentic piece of communication while efficiently endearing the German brand to the Arab region, and its multi-cultural population.

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