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Sun & Sand Sports – Commit to Nothing

by Dubaiforum
A Sporting Chance
by Syd Briscoe

DJ Khaled has worn many hats throughout his career – rapper, record producer, living meme – and he takes on the role of motivational speaker in this entertaining commercial from the UAE. Variety is the spice of life, posits the American star, as he rejects traditional self-help rhetoric and encourages viewers to try everything once. “If you’re good at it, you’re doing it wrong.”

It’s a quirky way to inspire audiences to get involved with sport, regardless of their existing ability, as the rapper tries on numerous different activities for size. Whether sand-boarding around Dubai’s characteristic landscape, taking his treadmill for a walk, or riding a jetski a few feet at a time in a private pool, it’s a gently funny approach to giving new things a try.

Director Dave Meyers brings an offbeat sense of comedy to the piece too, adding touches of magical realism to sequences including Khaled’s canoe being pulled by a crew of seahorses like some sort of ocean-bound Santa Claus. This is a fun film which is bound to hold broad appeal, and assure those who aren’t already gym bunnies that there’s a sport out there for them to enjoy.

Product Category: Sportswear

Territory: United Arab Emirates


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