World Gold Council (WGC), in partnership with leading jeweller Damas, has launched the latest Farfasha-Generation Gold TV commercial to kick-off the second phase of its youth campaign featuring Lebanese singing sensation Nancy Ajram.

Ajram, who is now on her second year as Farfasha-Generation Gold Youth Brand Ambassador, takes the lead role in the new TV commercial that has generated a lot of excitement among its intended audience - the Pan-Arab youth. The new commercial is now airing on Pan Arab TV channels, said a WGC official.

Shot on various locations in Dubai, the new TV commercial was produced by the talented team of Signature Productions with the creative supervision of Portuguese director Diamantino Ferreira.

State-of-the-art equipment was used during the shoot to capture the uniqueness of the Farfasha new collection and the vibrant energy of the brand ambassador in a way that appeals to the youth generation.

'On our second phase of Farfasha-Generation Gold Campaign, we continue to pay close attention to the sensibilities of the youth. This is evident in the story that we have developed for the new TV commercial and the new pieces that have been added to the Farfasha gold jewellery collection,' said managing director of WGC for the Middle East, Turkey and Pakistan, Moaz Barakat.

The Farfasha story depicted in the new TV commercial takes a sweet turn as friendship with the opposite sex is introduced in the plot. The story that was built around the infatuation between Ajram and a regular boy is down-to-earth and wholesome in appeal.

The interaction between Ajram and the regular boy in various situations is very real and easy for the youth to relate to. Through vivid imagery, the TV commercial takes the audience to various scenarios in a typical day of a young lady - in the car for a joy ride, at the university hanging out with friends, in a Damas boutique leisurely shopping, and at the café enjoying the company of people of the same age.

Throughout the different scenes, Nancy is seen wearing the new pieces from Farfasha's gold jewellery collection designed to suit every mood and occasion. This is in line with the goal of the Farfasha-Generation Gold Campaign to make gold a meaningful part of youth daily life as a fashion accessory.- TradeArabia News Service