Mamma Team Honours Saudi Arabia’s National Day with Toyota

Production company Mamma Team has premiered its very first project in the Middle East. Partnering with Abdul Latif Jameel and Serviceplan, the team delivered a standout production for Toyota, created to honour Saudi Arabia’s National Day.

This innovative Saudi National Day campaign from Serviceplan and ALJ transforms a Toyota showroom into a symphony hall where vehicles become the orchestra. In celebration of the Kingdom's 95th National Day, the campaign cleverly uses the natural sounds of Toyota cars - from windows rolling up and down to horn beeps, door slams to indicator clicks - to compose a patriotic musical tribute.

The concept beautifully merges automotive heritage with national pride, positioning Toyota not just as a vehicle brand but as part of the Saudi cultural fabric that has grown alongside the nation for nearly a century. Produced by Mamma Team in its debut Saudi production, the campaign showcases how everyday automotive sounds can be reimagined as instruments of celebration, creating an emotional connection between Toyota's reliability and the Kingdom's enduring strength. The showroom setting reinforces Toyota's established presence in Saudi Arabia through distributor ALJ, while the musical approach adds a uniquely creative and memorable twist to traditional National Day advertising, making the cars themselves active participants in the patriotic celebration.

"We're incredibly proud to write this new chapter in Mamma Team's history with our first Saudi production. This campaign marks the beginning of what we see as a long and beautiful road ahead, full of creative innovations. It's the first of many exciting projects to come in the Kingdom, and we couldn't be more honored to start this journey celebrating Saudi culture and heritage," said Toni Schulz, co-founder and partner of Mamma Team and executive producer.

From its beginnings in Spain to the heart of the Kingdom, this milestone is about far more than geographical expansion. It represents the building of bridges between cultures, ideas, and celebrations. The team has worked side by side with both client and agency to bring such a meaningful moment to life.

This launch marks only the beginning of Mamma Team’s journey in the region.