Decide to nothing. Mom and DJ Khaled have a good time enjoyment over endurance for Dubai’s Solar & Sand

Dubai appears to be offering Mom with a wealthy stream of excessive finances inventive alternatives. After final yr’s tourism marketing campaign that includes some enormous stars, we now have DJ Khaled, a giant US rapper/producer/DJ/entrepreneur, selling Dubai’s Solar & Sand Sports activities.

It’s a really lighthearted demonstration of all variety of sports activities, persuading us convincingly that you simply don’t must be any good, simply give it a go. Plenty of mock Instagram-style life recommendation is doled out alongside the way in which.

The advert – directed by Dave Meyers who is thought for prime finish commercials for in addition to music movies for the likes of SZA, Megan Thee Stallion, and Harry Kinds – is working in six markets throughout the Center East, the place Solar & Sand Sports activities has 20 shops. There’s additionally loads of OOH and social media, alongside the identical traces.

Mohamed Bodiat, SVP manufacturers for Sports activities at GMG stated: “Over time, Solar and Sand Sports activities has advanced from specializing in pure efficiency to a model that makes sports activities enjoyable for everybody. With that in thoughts, we would like our marketing campaign to be a catalyst that evokes our neighborhood to strive the whole lot. DJ Khaled embodies the spirit of the model as we proceed our journey in the direction of making sports activities #FunToTheFinish.”

Martin Rose, inventive director at Mom, stated: “It was refreshing to have a worldwide sports activities home strategy us eager to rewrite the script utterly. For many years, the prevailing sports activities narrative has been concerning the hustle of the sport, accompanied by excessive health requirements. With this, we’re applauding enjoyable, celebrating the thrill of not being the very best and embracing the uncommitted.”

You couldn’t check out all these sports activities until you had DJ Khaled’s finances, nevertheless it’s enjoyable to observe the wealthy at play.

MAA inventive scale: 7