Who's bringing the dates?

Abdul Latif Jameel Motors returns this Ramadan with a film conceived by agency Serviceplan Experience, that captures the essence of togetherness during the Holy Month. Building on the success of last year's heartwarming campaign, the new film is set in Riyadh and continues the story of a family getting together for an iftar at their farm.

The film opens with a family member being the first to arrive, setting off a chain of events as other family members call to find out where everyone is and who is bringing what for iftar, and in particular who is responsible for bringing the dates! The good-natured chaos that ensues is relatable to every Saudi family who has organized a large gathering, especially in a new location.

What sets this campaign apart is its focus on avoiding cliches that most Ramadan commercials usually feature. The film showcases different characters in different Toyota vehicles, each with unique personalities and quirks, making it relatable to audiences across Saudi Arabia and the region.