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By John Glenday | Reporter

January 25, 2023 | 3 min read

The American DJ, label exec, record producer and rapper fronts a new ad by Mother for Dubai’s Sun and Sand Sports.

DJ Khaled has traveled to Dubai on behalf of Sun and Sand Sports to break the connection between athletics and commitment.

Adopting a lighthearted counterbeat to the throng of brands seeking to turn everyone into a honed athlete DJ Khaled instead adopts a more laid-back approach, trying a little bit of everything rather than sweating over one thing.

‘Commit to Nothing’ sees the record producer impart life coaching tips by prioritizing enjoyment over endurance, showing that sport isn’t just for a rarified few with the right physique but can be taken up by everybody – irrespective of body type, ability or preferences.

Mohamed Bodiat, senior vice president of brands – sports at GMG said: “Over the years, Sun and Sand Sports has evolved from focusing on pure performance to a brand that makes sports fun for everyone.

“With that in mind, we want our campaign to be a catalyst that inspires our community to try everything. This, combined with DJ Khaled’s ability to resonate with the youth is what led us to believe that he truly embodies the spirit of the brand as we continue our journey towards making sports #FunToTheFinish.”

The hero film is supported by out-of-home and social media presenting DJ Khaled sampling a variety of sports with a twist from outsize golf, to dry scuba and sea horse surfing.

Martin Rose, creative director at Mother, continued: “It was refreshing to have a global sports house approach us wanting to rewrite the script completely. For decades, the prevailing sports narrative has been about the hustle of the game, accompanied by high fitness standards.

“With this, we’re applauding fun, celebrating the joys of not being the best and embracing the uncommitted. These days, anything can be a sport, even a TikTok trend. DJ Khaled embodied the spirit of a new generation, not as an athlete but as a lover of the pure joy of sports.”

A marketer favorite, DJ Khaled has previously served as experiences ambassador for Booking.com and fronted an odd Apple music ad with Ray Liotta.

Credits

Client: Sun&SandSports

Creative: Mother

Strategy: Mother

Media: Mindshare UAE

PR: Mindshare UAE

Stills photography: Dave Meyers

CGI & post: Magnane

Typography and design: Mother & Arabictype.com

Production company: RadicalMedia London

Director: Dave Meyers

Producer EP: Ben Schneider

Producer: Dave Bernstein

Producer UK: Josh Barwick

DOP: Scott Cunningham

Edit house: Final Cut

Editor: Amanda James

Colorist: Company 3

Colorist: Stefan Sonnenfeld

Sound house: No8 London

Sound engineer: Sam Robson

Post house: Mathematic

Executive creative producer: Rebecca Rice

VFX producer: Alan Portillo

Music supervisor: Theodore

Modern Marketing Brand Strategy Sports Marketing

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