DICE Ramadan 2020 – Sayes

DICE wants to show you just how far people can judge you by the state of your clothing… and not just your outerwear. In this ad, two valets, who would usually not leave a customer’s side till they obtain their parking fee choose to let the money and the man’s services go, when he stretches and unknowingly exposes his torn underwear. The tagline “underwear that shames you, doesn’t fit you” is used here to play on the viewer’s desire to not just avoid being judged, but to seek clothing that would prevent any unpleasant situations from occurring. DICE is then highlighted as the ultimate rescuer, with quality and durability that erase your worries.