If you live in the UAE, there's no escaping the massive du campaign now running through multiple media outlets. For the most part, it has been well received, but you may be wondering what it's all about; and what's the idea of that water effect rippling throughout?

Apparently, the campaign focuses on water as an analogy to express the telecom’s brand attributes.

A spokesperson for du’s brand campaign says that, “Water brings people together, it comes from inside us, it allows us to travel far, and it expresses itself with power or as a whisper. And of course, it is all around us in our daily life. This is how we see communication and we want to take it further.”

What do you think?