Dubai appears to be offering Mom with a wealthy stream of excessive price range inventive alternatives. After final yr’s tourism marketing campaign that includes some big 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 should be any good, simply give it a go. Numerous mock Instagram-style life recommendation is doled out alongside the best way.
The advert – directed by Dave Meyers who is thought for top finish commercials for in addition to music movies for the likes of SZA, Megan Thee Stallion, and Harry Types – 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 strains.
Mohamed Bodiat, SVP manufacturers for Sports activities at GMG mentioned: “Through the years, 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 conjures up our neighborhood to strive all the pieces. 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, mentioned: “It was refreshing to have a worldwide sports activities home strategy us desirous to rewrite the script utterly. For many years, the prevailing sports activities narrative has been in regards to the hustle of the sport, accompanied by excessive health requirements. With this, we’re applauding enjoyable, celebrating the thrill of not being one of the best and embracing the uncommitted.”
You couldn’t check out all these sports activities except you had DJ Khaled’s price range, however it’s enjoyable to look at the wealthy at play.
MAA inventive scale: 7
