Dubai Islamic Bank’s Ramadan commercial named among year’s top 10 advertisements

Dubai Islamic Bank (DIB) announced today that its recent Ramadan commercial has been named one of the year’s top 10 TV advertisements. Titled “Give,” the innovative commercial emphasised the importance of giving during the Holy Month of Ramadan. 

The TV Ad tells the tale of an anonymous benefactor who travels through Dubai’s dusty roads in the intense heat to leave mysterious packages for the needy. The message behind “Give” is that the really good deeds are normally the anonymous ones. 

The commercial was highlighted in the latest issue of Campaign, the trade magazine of the advertising and marketing industries as one of the year’s “Top 10 TV & Cinema Ads.”    

Salah Al Hashimi, Head of Corporate Communications, Dubai Islamic Bank, said: “we are proud that our commercial was selected as one of the top ten Ads in 2010 in the region. A lot of work and effort was put into it to ensure it reaches its objective and delivers its message, and it did. I thank all those behind the ‘Give’ campaign for creating a commercial that encapsulated the spirit of Ramadan perfectly. By avoiding conventional commercial advertisement in favour of delivering a social message we were able to create a far greater impression on viewers.”

The advertisement was produced by Milkshake Media and directed by Moneer Barakat.