Dubai: BMW M, in partnership with AGMC, the authorised importer of BMW Group vehicles for Dubai, Sharjah and the Northern Emirates, has unveiled a new campaign titled “Get Even With Corners,” using humour and noir-inspired storytelling to celebrate the brand’s hallmark driving dynamics.
Created by Serviceplan Middle East, the campaign takes a fresh approach to automotive advertising by transforming one of life’s most familiar frustrations—bumping into the sharp corners of furniture—into a stylised courtroom drama where “corners” are put on trial.
The campaign’s hero film imagines a world where a lifetime of bruised shins, stubbed toes and painful encounters with tables and beds finally culminates in a legal case against corners. Presented in black-and-white with heavy noir influences, the film eventually reveals the one place where drivers can truly “get even” with corners—behind the wheel of a BMW M.
Directed by Nalle Sjöblad through DejaVu Productions, the film blends noir cinema with absurdist comedy, using dramatic lighting, wide-angle framing and period-inspired visuals to elevate an everyday annoyance into a humorous narrative. As the story transitions from courtroom drama to the racetrack, the once-feared corners become the very source of driving pleasure.
Rather than focusing on conventional themes of speed, power and performance, the campaign positions BMW M’s handling capabilities through an emotionally relatable insight. It reinforces the idea that true driving enjoyment is experienced in corners, where the relationship between the driver, the vehicle and the road comes alive.
The campaign also supports AGMC’s ongoing efforts to encourage enthusiasts to experience BMW M through track driving programmes, allowing prospective customers to understand the brand’s performance credentials firsthand rather than through specifications alone.
Speaking about the campaign, Ziad Boghdady, Director, Marketing & Customer Life Cycle Management at AGMC, said, “BMW M is a brand that has built its reputation in the moments when the car, the driver and the road come together. A corner is where that relationship becomes tangible. You can talk about handling, response and control, but the quickest way to understand driving pleasure is to experience an M car through a corner yourself. Through this campaign, AGMC & BMW M are giving people who may be curious about the badge a playful reason to come and discover what that feeling is really about.”
Akhilesh Bagri, Chief Creative Officer at Serviceplan Middle East, said, “We’ve spent a lifetime slowing down for corners. The track simply lets you explore what happens when you stop doing that. It’s where the conversation between driver and machine really begins. That’s where a BMW M makes a difference, and where the reputation of the Ultimate Driving Machine starts to feel entirely deserved.”
Director Nalle Sjöblad added, “The visual language had to make the case feel completely real, even though the premise is inherently ridiculous. We treated the courtroom like the centre of an entire world where corners have caused genuine damage and the people have finally decided to seek justice. The noir aesthetic gave us tension, obsession and a sense of unresolved grievance. Then, when we move into the BMW M driving, that rigidity gives way to movement and control. The same thing that has been presented as the villain suddenly becomes the source of pleasure.”
Targeted at audiences across Dubai and the Northern Emirates, the campaign is scheduled to roll out between October and December 2026, coinciding with the commencement of BMW M track days in the UAE. It aims to invite first-time track drivers and automotive enthusiasts to experience BMW M’s driving performance in an engaging and unconventional way.
Agency:
Serviceplan Middle East
Agency Managing Partner:
Natalie Shardan, Akhilesh Bagri
Chief Creative Officer:
Alex Schill
Creative Director:
Andre Couto
Account Management:
Laith Alemailat
Agency Art Director:
Yasir Ali
Agency Producer:
Geetika Sood, Saquib Wakankar, Mahmoud Abdelfattah
AGMC, Managing Director
Hamid Haqparwar
AGMC, Director, Marketing & Customer Life Cycle Management
Ziad Boghdady
BMW Group Middle East, Head of Sales & Marketing
Fawzi Mohamed
BMW Group Middle East, Marketing Communications Manager
Bianca Dorneanu
Cinematography:
Pasi Pauni
Editor:
Neda Zag
Executive Creative Director:
Nishant Shah
Film Director:
Nalle Sjöblad
Film Production Company:
Dejavu
Post Production Facility:
Rafic Sawaya, Abhishek Sharma
Producer:
Manasvi Gosalia, Kavya Iyer, Steve Gerges
Recording Studio:
Eardrum Australia
Regional Agency Group:
Serviceplan Group Middle East
Sound Designer:
Upright Music
VFX Operator:
Pradosh Chandra, Megan Fowkes, Kauê Akimoto
Writer:
Thomas Gheorghiu, Mahmoud Abdelfattah, Rana Ahmad
