TV Commercial honouring Prophet Mohammad leads nominations for Al Mahabba Awards

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• $2.5 million commercial produced by Exude Media and directed by Oscar-winner Stefan Roswiski is the most expensive TV commercial dedicated to the Prophet

 
 A big-budget TV commercial in honour of Prophet Mohammad (PBUH) directed by Oscar-winning German filmmaker Stefan Roswiski has been nominated for the annual Al Mahabba Awards.
 
Titled "Seen by those who loved him, hence they created", the $2.5 million commercial is tipped as a frontrunner for the prestigious award, which was instituted to honour artistic works from all over the world created as a profession of love for the Prophet and as a reflection on his message of peace and brotherhood.
 
The commercial, produced by Exude Media, is the most expensive TV commercial yet dedicated to the Prophet, and is one of 200 works being reviewed for prizes at the Al Mahabba Awards - the annual cultural and religious festival which will have its second session in Abu Dhabi beginning Thursday, 24, April 2008.
 
The theme of the commercial revolves around Khalid bin Al-Waleed and his unwavering love for Prophet Mohammad. It is believed that Al-Waleed, whilst in the middle of a battle, stopped fighting to look for his helmet where he had kept a strand of hair of the Beloved Messenger (PBUH).
 
Interestingly, the production managed to get permission from Dr. Ahmed Al-Khazraji, caretaker of Prophet Mohammad’s real hair, to use the sacred relic in producing the commercial.
 
The commercial was produced in a leading Hollywood studio in Europe, and all graphics used in the commercial were executed by "Peixmonodo", one of the world’s most specialized companies in visual effects.
 
The creative theme was developed by one of the largest advertising, marketing and communication agencies in the world, TBWA\RAAD Saudi Arabia.
 
Claire Kowatli, spokesperson for Exude Media, expressed delight at the interest generated by the TV commercial, and said, "The feedback so far has been overwhelming, and we are honoured that the commercial has been chosen to help raise awareness about the Al Mahabba Awards by airing it on Rotana channels, Abu Dhabi channel, Iqraa and Alresala channels.”
 
She added: "Exude Company was founded by a group of investors from the Arab Gulf States, specializing in media production. Right from its inception, a key guiding principle for the company - and a defining attribute of its professional approach - has been moderation, an essential element in narrating stories. True moderation enables us to present a story in a new perspective, one that fairly and adequately represents various opinions, and also allow us to genuinely speak to the hearts of our audiences."
 
Claire also noted that Exude Company has been fortunate to have been able to work with some of the world’s leaders in the movie and advertising industry. “We are also gratified that we have been given the opportunity to profess our love for Prophet Mohammed (PBUH) through our work, and inspire further devotion to Him. We will continue producing more works about the Beloved Messenger (PBUH) so that the world can have a fuller understanding of Him and His teachings."
 

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