Campaign Spotlight: For Serviceplan Dubai and BMW Middle East’s new campaign, it’s ‘Joy At First Sight’


Share this post

DUBAI, UAE — Serviceplan Dubai teamed up with BMW Middle East on the 2021 BMW Ramadan campaign – ‘Joy At First Sight’.

It is 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.


Agency: Serviceplan Dubai
Client: BMW Middle East
Title: Joy at First Sight

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
Ali Khairallah – Head of Marketing
Yamen Al Agha – Marketing Manager
Lars Nielsen – Director, Sales and Marketing