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Abdul Latif Jameel Motors Brings Ramadan Chaos Home With Toyota
Abdul Latif Jameel Motors released "All the Ramadan Feels" in Saudi Arabia in April 2022, a lighthearted film produced by Serviceplan Experience for its Toyota sector that celebrates the return of large family gatherings during the Holy Month by depicting a joyful iftar party that overflows from the home into the carpark.
The campaign arrives at a specific cultural inflection point. Two consecutive years of pandemic-related restrictions had curtailed the large multigenerational gatherings that define Ramadan in Saudi Arabia, and the 2022 Holy Month marked the first opportunity for many families to reunite at full scale. Abdul Latif Jameel Motors recognised this moment as more than a return to routine — it was a collective exhale, a reclaiming of tradition. The film leans fully into that energy, presenting the familiar chaos of too many relatives, too many cars, and too little parking space as a marker of abundance rather than inconvenience.
Rather than positioning its Toyota vehicles through conventional product demonstration, the campaign centres on lived social experience. In Saudi Arabia, where the automobile is a foundational part of family mobility and the Ramadan gathering is one of the year's most significant social events, this framing carries genuine cultural weight. The single film asset — directed by Omar El Zoheiry for Big Kahuna Films — runs as the campaign's sole creative unit, relying entirely on comedic narrative and emotional recognition to carry the brand message. The Clapboard Score for "All the Ramadan Feels" stands at 63 out of 100, reflecting a campaign that executes its cultural brief with warmth and specificity while operating within a relatively contained creative footprint.
Serviceplan Experience built the campaign on an insight that is simultaneously universal and Saudi-specific. The disruption of Ramadan family gatherings over 2020 and 2021 created a period of suppressed social longing that, by April 2022, was ready to release. Rather than simply acknowledging the Holy Month with aspirational imagery — the dominant mode of Ramadan advertising across the region — the agency chose comedy and the mundane reality of overcrowded family events as its primary creative register.
This strategic choice reflects a clear reading of the Saudi automotive market's competitive dynamics. In Saudi Arabia, Toyota held approximately 31.1% of new-vehicle sales in 2022, according to data cited by focus2move.com, a dominant position that nonetheless faces sustained pressure. Hyundai, a direct competitor, held an estimated 14 to 17% market share in the same period, according to the National Industrial Development Center, while Chinese brands including Changan, MG, and Geely collectively exceeded 14% of the Saudi market in 2022, per the same source. In this environment, brand affinity — the sense that Toyota understands Saudi life — functions as a genuine competitive differentiator beyond specification or price.
As reported by Campaign Middle East, the film's central scenario of parking chaos at a large family iftar is immediately legible to Saudi audiences, who navigate exactly this situation across the Holy Month. The post-pandemic reunion theme gives that familiar scene new emotional charge in 2022, transforming a logistical headache into evidence of something worth celebrating. By anchoring the Toyota brand to the feeling of togetherness rather than the mechanics of transportation, Serviceplan Experience positions Abdul Latif Jameel Motors as a participant in Saudi family life rather than a vendor of vehicles.
Omar El Zoheiry directed "All the Ramadan Feels" for production company Big Kahuna Films. El Zoheiry's approach to the material is grounded in observational comedy — the film derives its energy from the recognisability of its scenario rather than from exaggeration or absurdism. The carpark setting, which might read as an unlikely stage for an automotive brand, becomes the film's most pointed creative decision: it is the one location where every Toyota in the family fleet is simultaneously visible, and where the abundance of relatives becomes literal and spatial.
Creative direction was led by Saleh ElGhatit, serving as Creative Director at Serviceplan Experience, with Jason Romeyko — the agency's Worldwide Executive Creative Director — providing senior creative oversight, as documented by Little Black Book Online. Associate Creative Directors Oussama Founi and Sameer Suri contributed to the campaign's development, while Rana Ahmed served as Arabic Copywriter, ensuring the film's dialogue and tone carried authentic register for its Saudi audience, per the same source. Yanny Sanchez served as Agency Producer, with Chady El Khal in an executive production role at Big Kahuna Films.
According to coverage published by Little Black Book Online, the production spanned approximately two months — a relatively extended timeline for a single-asset film that signals deliberate attention to performance, casting, and the rhythmic timing that comedy requires. The film's single-asset format concentrates all creative investment into one piece of content, a structure that demands the execution carry full weight without the support of an extended campaign ecosystem. As noted by Campaign Middle East on May 5, 2022, the result is a humorous depiction of parking chaos that functions simultaneously as brand communication and as a piece of Ramadan cultural content with independent viewing appeal, earning coverage in The Drum's April 2022 roundup of notable Ramadan advertising.
No independently verified campaign performance data for "All the Ramadan Feels" — including reach, brand lift, or sales attribution — is publicly available at this time. The campaign's primary measurable public footprint consists of the engagement recorded on its hosted video asset, which logged 11,847 views and 74 likes as documented in the campaign archive. These figures reflect a relatively contained organic distribution rather than a large-scale paid media deployment, consistent with the campaign's single-asset structure.
The campaign's structural effectiveness, however, is legible through its editorial reception. As reported by The Drum, the film was selected for the publication's April 12, 2022 roundup of the best Ramadan advertisements of the year — a curation that placed it alongside campaigns from significantly larger global advertisers. Coverage by both Campaign Middle East and Little Black Book Online reflects trade-press recognition that the creative execution achieved something meaningfully distinct within the crowded Ramadan advertising landscape of 2022.
In Saudi Arabia, where Toyota commanded approximately 31.1% of the new-vehicle market in 2022 according to focus2move.com, and where the overall market recorded approximately 636,746 new-vehicle sales that year per the same source, brand-level emotional positioning carries commercial consequence at scale. The campaign's decision to deploy comedy as its primary instrument — rare in Ramadan automotive advertising — gives it structural distinctiveness that conventional sentiment-led executions in the same category do not share. The Clapboard Score of 63 out of 100 reflects a campaign that succeeds at cultural specificity and creative differentiation while remaining bounded by its single-format, modest-distribution deployment.
"All the Ramadan Feels" is a 2022 Ramadan film created by Serviceplan Experience for Abdul Latif Jameel Motors' Toyota sector in Saudi Arabia. The film celebrates the return of large family gatherings after two years of pandemic disruption, using the comedic scenario of an iftar party that overflows into the carpark as its central narrative device.
Omar El Zoheiry directed the film for Big Kahuna Films. Creative direction was led by Saleh ElGhatit as Creative Director at Serviceplan Experience, with Jason Romeyko serving as Worldwide Executive Creative Director and Oussama Founi and Sameer Suri as Associate Creative Directors, as documented by Little Black Book Online.
Serviceplan Experience chose comedy to distinguish the campaign from the aspirational sentiment that dominates Ramadan advertising. By depicting the recognisable chaos of an overcrowded family carpark, the agency grounded the Toyota brand in lived Saudi experience, positioning Abdul Latif Jameel Motors as a participant in family life rather than a conventional vehicle advertiser.
Toyota held approximately 31.1% of new-vehicle sales in Saudi Arabia in 2022, according to focus2move.com, making it the market's dominant automotive brand. The overall Saudi new-vehicle market recorded approximately 636,746 sales that year, per the same source, with Hyundai holding an estimated 14 to 17% share as a direct competitor.
"All the Ramadan Feels" received a Clapboard Score of 63 out of 100. The score reflects the campaign's success in cultural specificity and creative differentiation within Ramadan advertising, balanced against its relatively contained single-asset format and modest documented distribution footprint in the Saudi Arabia market.
The campaign was published in Saudi Arabia in April 2022. It received trade coverage from Campaign Middle East on May 5, 2022, and was included in The Drum's April 12, 2022 roundup of the best Ramadan advertisements of the year, alongside campaigns from major global advertisers operating across the region.
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