BMW M PUTS CORNERS ON TRIAL IN ABSURDIST UAE CAMPAIGN

BMW M and AGMC have unveiled “Get Even With Corners,” a noir-inspired campaign in Dubai and the Northern Emirates. Created by Serviceplan Middle East, the film turns everyday frustrations with corners into a courtroom drama before revealing BMW M as the ultimate way to conquer them, launching alongside track days this autumn.

BMW M has launched a striking new campaign in Dubai and the Northern Emirates that transforms everyday frustrations with sharp edges into a noir-inspired courtroom drama. Titled “Get Even With Corners,” the work from BMW and AGMC, created by Serviceplan Middle East, reimagines stubbed toes and bruised shins as a deadpan legal battle against corners, before revealing the one place where drivers can finally win: behind the wheel of a BMW M.  

The online film, directed by Nalle Sjöblad through DejaVu Productions, borrows heavily from noir cinema and absurdist comedy. Heavy shadows, wide-angle framing and heightened seriousness lend corners an almost criminal menace, while the narrative elevates a universal human grievance into a Kafkaesque trial. The payoff comes when BMW M is presented as the antidote, a machine built to conquer corners rather than fall victim to them.  

By turning corners into the villain, the campaign cleverly sidesteps traditional automotive tropes of horsepower and precision. Instead, it offers a more human proposition: driving pleasure is best understood through experience, particularly when negotiating corners. For BMW M and AGMC, the campaign builds on years of investment in track days, designed to let drivers discover the brand’s reputation not through specifications but through firsthand encounters with its cars.  

Ziad Boghdady, Director of Marketing & Customer Life Cycle Management at AGMC, emphasised that BMW M’s reputation is forged in the moments when car, driver and road converge. “A corner is where that relationship becomes tangible,” he said. “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. That’s where a BMW M makes a difference, and where the reputation of the Ultimate Driving Machine starts to feel entirely deserved.”  

Sjölblad noted that the noir aesthetic was key to making the absurd premise feel real. “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. 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.”  

Launching in October–December 2026 to coincide with BMW M track days in the UAE, “Get Even With Corners” offers a fresh, entertaining entry point into one of BMW M’s deepest truths: while anyone can go fast in a straight line, the real joy begins when a driver meets a corner properly.