Exquisite black-and-white photography, fascinating direction ideas and a relatable (if exaggerated) humorously proposition (everyone has spent their lives losing arguments to corners), BMW M invites people to get even with malicious corners. Serviceplan Middle East’s new work for BMW + AGMC, the authorised importer of BMW Group vehicles for Dubai, Sharjah and the Northern Emirates is a deadpan noir court case against corners…
…and a very interesting rewrite of what automobile advertising can be, avoiding the usual tropes of power, precision and performance in favour of a more human proposition. While anyone can go fast in a straight line, real pleasure begins when a driver meets a corner properly.
Behind Get Even With Corners is the idea of that while some corners may remain undefeated in bedrooms, hallways and living rooms, there are others that BMW M was made to conquer. The campaign’s online film puts corners on trial in a stylised black-and-white courtroom drama before revealing, after a lifetime of losing to corners, the one place where drivers can finally get even: behind the wheel of a BMW. By elevating the minor daily grievance of corner assault into a full-scale legal case, the film creates a Kafkaesque, absurdist comic world where sharp edges are treated as a public menace.
The film, directed by Nalle Sjöblad through DejaVu Productions, borrows from noir cinema, and absurdist comedy. Heavy shadows, wide-angle framing, period details and a deliberately heightened sense of seriousness, give the everyday menace of corners an almost criminal weight. It doesn’t ask its audience to admire BMW M from a distance with high-tech screens, sensors, features and digital gimmicks, gives them a reason to want to experience the car for themselves by presenting the most important car component – the person behind the wheel.
Nalle Sjöblad commented, “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.”
For BMW x AGMC, the work builds on years of investment in track experiences designed to let people understand BMW M not through specifications, but through first-hand experience.
Ziad Boghdady, director, marketing & customer life cycle management at AGMC, stated, “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, added, “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.”
The campaign is focussed on UAE – Dubai and Northern Emirates, launching in October- December 2026 when the BMW M track days commence.
Credits:
Director: Nalle Sjöblad
Cinematographer: Pasi Pauni
Editor: Neda Zag
Colourist: Kath Raisch
Production Designer: Tamo Chavchanidze
Costume Designer: Nino Injia
Casting Director: Taso Okropiridze
Writers: Thomas Gheorghiu, Mahmoud Abdelfattah, Rana Ahmad
Film Production Company: Dejavu
Executive Producer: Manasvi Gosalia
Senior Producer: Steve Gerges
Head of Production: Kavya Iyer
Line Producer, bmrng Films Georgia: Levan Maghradze
Head Of AI & Post Production: Rafic Sawaya
Post Producer: Abhishek Sharma
Head of VFX: Pradosh Chandra
VFX Operators: Megan Fowkes, Kauê Akimoto
Audio Production Company: Eardrum Australia
Director: Ralph van Dijk
Voice Casting & Directing: Eardrum Australia
Sound Design: Ralph van Dijk and Abby Sie @ Studio Tonic
Music Composers: James Knight, Marco Fenstein
Music Supervisor (licensed): Arttu Saarela
Music Licensing & Track: Upright Music
Music: Eardrum Australia and Upright Music
Regional Agency Group: Serviceplan Group Middle East
Agency Managing Partner: Natalie Shardan, Akhilesh Bagri
Chief Creative Officer: Alex Schill
Executive Creative Director: Nishant Shah
Creative Director: Andre Couto
Associate Creative Directors: Kenneth Barnes, Thomas Gheorghiu & Megan Fowkes
Account Management: Laith Alemailat
Agency Art Director: Yasir Ali
Agency Producers: Geetika Sood, Saquib Wakankar, Mahmoud Abdelfattah
Client: AGMC
AGMC, Managing Director: Hamid Haqparwar
AGMC, Director, Marketing & Customer Life Cycle Management: Ziad Boghdady
Client: BMW Group Middle East
BMW Group Middle East, Head of Sales & Marketing: Fawzi Mohamed
BMW Group Middle East, Marketing Communications Manager: Bianca Dorneanu
