United Under the Stars of Our Heritage: Mercedes-Benz and Team X (RAPP MENA)'s Ramadan Campaign
In a region where heritage runs deep and the future shines bright, Mercedes-Benz has partnered with Team X to create a Ramadan campaign that speaks to both heart and spirit titled "United Under the Stars of Our Heritage.”
In a region where heritage runs deep and the future shines bright, Mercedes-Benz has partnered with Team X (RAPP MENA—Omnicom) to create a Ramadan campaign that speaks to both heart and spirit. Titled “United Under the Stars of Our Heritage,” the campaign celebrates identity, unity, and the evolving cultural landscape of the Middle East.
At its core, the campaign tells a story of contrast—tradition and modernity, timeless values and bold new expressions. The emotive script serves as a poetic thread weaving together themes of history, ambition, resilience, and pride. A stirring voiceover reflects heritage, identity, and unity—set against stunning visuals that contrast classic imagery with fashion-forward styling, bold colours, and contemporary storytelling. It is a Ramadan message that resonates across generations.
Beyond the film, the campaign extended into a full suite of tactical assets, bringing the story into the product and highlighting specific models that embody the same duality: classic luxury fused with modern innovation. Visually, the assets carried the same DNA—bold colours inspired by nature, elevated styling, and a distinct modern Middle Eastern aesthetic.
The campaign’s audio direction mirrored the visual contrast. Traditional instruments like the Oud and Qanun intertwined with modern sound design, offering a sonic representation of the fusion between heritage and bold progress.
This campaign arrived at a pivotal cultural moment. As the Middle East rapidly evolves, the message is clear: Mercedes-Benz sees the beauty in the past and the promise in the present. “United Under the Stars of Our Heritage” isn’t just a Ramadan message—it’s a powerful brand statement that honours the region’s identity and invites its audience to drive forward with pride.
By capturing the essence of tradition with a modern twist, Mercedes-Benz has taken a bold step—one that celebrates not only its legacy, but the evolving stories of the people it serves. Visit the full video on this link.
