You’ve seen all the sports brand ads – there’s definitely a formula. There’s also a common aim. They want to convert everyone into an athlete. They want everyone to commit. DJ Khaled isn’t an athlete and as the frontsperson for sports retailer, Sun & Sand Sports, he has an unexpected message, Commit to Nothing.
The Mother London campaign highlights enjoyment over endurance, supported by a core belief that sport isn’t just for athletes, approaching sport in an altogether different way and targeting its appeal to those yet to fall in love with sport – with an ambition to get more people participating.
So the hero film, directed by Dave Meyers and starring DJ Khaled, advocates for everybody, no matter body type, ability or sports preference, to give any sport a go, just for the joy of it. And then keep on experimenting with the endless number of sporting pursuits. This life advice is all delivered in DJ Khaled’s signature style with none of the “coaching” of rival brands and generous doses of humour.
Supporting the film is a range of high-impact OOH and social media. Most feature DJ Khaled experimenting with a plethora of sporting pursuits – from basketball and golf to yoga and even VR training.
Mohamed Bodiat, senior vice president of brands – sports at Sun & Sands Sports parent, GMG, commented, “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.”
Martin Rose, creative director at Mother, added,“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.”
Credits:
Brand: Sun & Sand Sports
Client: Mohamed Bodiat
Agency: Mother
Creative: Mother
Strategy: Mother
Media: Mindshare UAE
PR: Mindshare UAE
Stills: Photography: Dave Meyers
CGI & Post: Magnane
Typography & Design: Mother & Arabictype.com
Film Production Company: RadicalMedia London
Director: Dave Meyers
EP: Ben Schneider
Producer: Dave Bernstein
Producer UK: Josh Barwick
DOP: Scott Cunningham
Edit House: Final Cut
Editor: Amanda James
Colour: Company 3
Colourist: 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
