MERCEDES-BENZ CARS MIDDLE EAST LAUNCHES
‘ROAD TO MECCA’
RAMADAN CAMPAIGN
Luxury automotive brand showcases the journey of the soul as it focuses on Nabil Al Rostamani’s inspiring pilgrimage of discovery to Mecca in Saudi Arabia On the occasion of the Holy Month of Ramadan, luxury automotive brand Mercedes-Benz Cars Middle East has launched the ‘Road to Mecca’ – a four-part docuseries that ventures through 5000 years of heritage, history and the present day simultaneously. The campaign focuses on the journey of Nabil Al Rostamani, a successful commercial aviation pilot, and his journey of selfdiscovery as he leaves behind his pilot wings to retrace the historic pilgrimage routes by road, from the United Arab Emirates to Saudi Arabia.
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APRIL 2022
The journey to Mecca is a pilgrimage which many faithful Muslims have embarked on for thousands of years during the Holy Month of Ramadan. It is a time of year in which we focus on the things that really matter: our families, our unshakable values, and our faith. As Muslims continue to follow in the footsteps of their ancestors, the Mercedes-Benz campaign aims to highlight how the historic journey to Mecca has been transformed by modern technology. A journey on the ground that once took months to complete, enriched with the exchange of goods, ideas, and traditions, can now be completed in the span of a few hours by air. While the pilgrimage itself remains sacred, the tradition, heritage and history associated with the ancient journey on the ground has faded away with to the onset of modern technology.
