DJ Khaled tries a little bit of everything as he encourages us to ‘commit to nothing’
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.”
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