GMG’s Sun and Sands Sports ‘Commit To Nothing’ campaign features world-renowned American DJ, record producer and rapper DJ Khaled out and about to tackle the perceptions attributed to sports. The campaign film surprises viewers and inspires them to defy judgement and unapologetically express themselves while trying something new. Sun and Sand Sports intends to shift the narrative of committing to just one sport and redefine having fun without the pressure of commitment through their campaign tagline.
DJ Khaled is synonymous with being irreverent as he is with being confident and entertaining. The brand played on DJ Khaled’s larger than life personality to weave relevance and authenticity to the campaign film. In their fresh take of #CommitToNothing, the film sees a variety of sports unfold in the Grammy award winner’s day, ranging from basketball to the now trending VR boxing, each with an interesting twist.
“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,” explained Mohamed Bodiat, senior vice president brands – sports at GMG.
Other fun extensions of the campaign will include a TikTok Hashtag challenge encouraging everyone to capture their journey of sports while truly being themselves even if that means trying different sports to find the one that truly fits or not; because the key to approaching any sport is simply being brave enough to try.
Credits
Brand: Sun and Sand Sports (GMG)
Agency: Mother
Production house: Radical Media London
Director: Dave Meyers
