DSS launches TV commercial

Dubai Summer Surprises has launched a new 60-second television commercial with a “fantasy” theme, to promote the eighth running of the event.

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By  Tim Addington Published  May 25, 2005

Dubai Summer Surprises (DSS) has launched a new 60-second television commercial with a “fantasy” theme, to promote the eighth running of the event. The ad, created by Leo Burnett and directed by Franco Marinelli of Visionary Pictures, will be shown throughout the ten-week shopping and activity festival, both in the UAE and across the region. The film starts with the creation of a spontaneous collage made by a group of children, highlighting the visual symbols of Dubai. The picture then magically comes alive after Modhesh, the DSS mascot, sprinkles golden magic dust on the picture. “The commercial creates a sense of excitement, fun and the larger than life presence of the summer event and its mascot Modhesh,” said Laila Suhail, executive project director, DSS. “The initial response to the release on local TV is very encouraging, and we are expecting an even bigger reaction when it is aired regionally.” The creative team behind the project wanted to demonstrate that children can create their own fantasies with the help of Modhesh. “The film is a uniquely beautiful and powerful visual artwork that will inspire and motivate huge audiences to participate in this unique Dubai summer event,” said Suhail. The commercial, which is both in English and Arabic, is currently being aired on Dubai TV and One TV and will shortly be shown on pan-Arab network MBC. DSS begins on June 22 and runs through to September 2.

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