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BMW Takes a Journey to the Moon for Cinematic Ramadan Campaign 

Serviceplan Dubai teams up with BMW Middle East to celebrate the glow of Ramadan

BMW Takes a Journey to the Moon for Cinematic Ramadan Campaign 

Serviceplan Dubai teamed up with BMW Middle East on the 2021 BMW Ramadan campaign - ‘Joy At First Sight’ -  a beautiful 60’ online film made to celebrate the holy month of Ramadan by taking viewers on a metaphorical journey to the Moon. In the ‘Joy at first sight’ spot, the eternal glow of Ramadan meets Sheer Driving Pleasure. Ramadan is an auspicious month-long festival during which up to 1.8 billion Muslims worldwide don’t eat or drink between sunrise and sunset. ‘Joy at First Sight’ distills into a cinematic journey, the collective anticipation in Muslims around the world to get a glimpse of the young crescent moon.

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Agency: Serviceplan Dubai


Client: BMW Middle East

Serviceplan Dubai

General Manager: Natalie

Executive Creative Director: Akhilesh Bagri

Creative Director: Andre Couto

Head of Arabic copy: Khalil Haddad

Senior Art Director: Kenny Barnes

Group Account Director: Ona Linda Johnson

Account Executive: Saed Shaka


Production House: Big Foot

Director: Alan Masferrer

Executive Producer: Aly Seifelnasr

Producer: Yanny Sanchez

BMW Middle East

Head of Marketing: Ali Khairallah

Marketing Manager: Yamen Al Agha

Director, Sales and Marketing: Lars Nielsen

Category: Automotive , Cars