He’s not too pleased with your ‘big’ summer plans

Most of us know summer for being hot, steamy and a more than a little temperamental. And now, ‘he’s’ in town (wearing what can only be described as Miami Swag meets Milan Chic), and he’s teamed up with Yas Island Theme Parks to help you get away from the same old summer getaway this year.

Whether you’re a tourist coming to the UAE for a vacation or a resident wondering how to spend your scorching summer, it’s hard not bump into the endless offers, promotions and promises of an ‘awesome’, ‘big’ or ‘unforgettable’ break – they all sound, look and even offer the same old stuff TBH.

But has anyone ever wondered what Summer has to say about all of these claims made on his behalf? That’s exactly what the folks at Yas Island Theme Parks are answering this year.

Home to not one, but two, award-winning indoor theme parks (Ferrari World Abu Dhabi & Warner Bros. World™Abu Dhabi) and the World’s Leading Waterpark (Yas Waterworld), Yas Island Theme Parks means business when it comes to fun. But don’t take their (or our) word for it. Let Summer (the actual season) tell you, in all his sizzling sassiness, why #SummerSaysYas.

Taking aim at all the usual summer routines and clichés, Summer doesn’t settle for just one presidential-sounding address of an ad…

He takes the trolling to plane passengers flying into the country…

YouTube addicts…


Cinema lovers…


Mall goers, radio listeners and all kinds of social media users. He’s even breathing new life into airport screens and online banners with some pretty cracking ‘motivational quotes’ titled Summer Says…


Oh, and he’s opened his own IG account where he can turn up the heat on fans, followers and trolls online.


#SummerSaysYas is set to run for the next 3 months… so don’t be surprised if you run into Summer, this summer. Here’s a taste of the fun people are having with Summer online



Agency: Momentum UAE

Senior Creative Director: Raphael Nassoura 

Creative Director: Muhammad Ali 

Account Director: Badr Bourji 

Art Director: Stephanie Koyess 

Account Executive: Nahla Jaber 

Regional Head of Strategy: Tahaab Rais 

Strategic Consultant: George Giessen