DSS TV commercial spreads smiles far and wide

With the DSS 2006 TV commercial going on air, the next few months will see television sets glowing brighter than usual as the annual summer event's latest promotion 'Dubai Smiles All Summer Long' can now be seen on both local and international TV networks across the Arab countries. And as the initial findings reveal, the 40-second long TV commercials in English and Arabic succeed in reinforcing the fun and friendly spirit of DSS and invigorate travel to Dubai by spreading a contagious message of joy and excitement.

With less than a month left to kick start this year's edition of DSS, this new television commercial coming as part of the international marketing strategy with DSS's International Media Partners, the Dubai Tourism and Commerce Marketing (DTCM), follows after the initial buzz that was created during the road shows that succeeded in generating interest in the summer fiesta across the region. The DSS mascot, Modhesh's magical smile is the 'star' of this commercial which with its charismatic appeal, wins the hearts of all nationalities alike, inviting them to attend the DSS promising a summer full of fun and joy.

"Each year we select a different theme for the DSS, television commercial. This year, we conceptualised the promotional film to reflect our tag line, 'Dubai Smiles All Summer Long.' There is a tremendous excitement about the film, which creates an aura around the festival designed to attract children and families to the popular summer event. The initial response to the release on TV is encouraging and looking at the trend the commercial is bound to make waves with the audience all over the region," said Khulood Al Thani, DSS Marketing Manager.

"Through a powerful theme and high impact visuals the film effectively creates a magnificent artwork that leads the viewer to the beaches, hotels, tourist spots and the family fun and festivals - that paint Dubai as a dream summer holiday destination. More importantly, it effectively depicts the freedom of joy and expression that children will experience at the ninth DSS," added Khulood.

The captivating imagery ends with Modhesh running on the sand followed by a group of laughing children. The visuals are also evocative of the progress of Dubai and its emergence as a major hub in the Middle East. Having aroused the curiosity of all around the world the city has come a long way from the small port town of the past to a modern city with state-of-the-art infrastructure and world-class facilities. The short TV commercial is all set to hit the bull's eye as expected of it by the DSS Office and its creative team.

The 10-week long DSS, which opens with Ice Surprises week on June 21, will continue with the weekly themes such as Arts Surprises, International Food Surprises, Adventure Surprises, Cartoon Surprises, Nature Surprises, Knowledge Surprises, Flower Surprises, Heritage Surprises and concludes with Back-to-School Surprises on September 1.