DDB Dubai has won the brief to create a new brand TV commercial for Qatari department store Fifty One East.

The project will focus on showcasing the Darwish Holding-owned retail company as one of the world’s most coveted and elegant global and regional brands.

To bring this to life, the TVC campaign shows a series of precious moments lived and shared from one generation to the next, with Fifty One East representing a fusion of incomparable luxury, personalised hospitality and impeccable service.

Bader Al-Darwish, chairman and managing director of Darwish Holding, said: “We are always seeking the best approach to honor our heritage and legacy of over 65 years. This new partnership with DDB Dubai underscores our vision of leveraging creative and unique strategies for reaching and engaging our loyal customers.”

Hubert Boulos, CEO of DDB Middle East, added: “Qatar has always been a special place for me, and I am so happy to have DDB back, working with one of the most established groups in the country and featuring a world-class department store such as Fifty One East.”