Monday, 11 June 2007

Modhesh Delivers Dubai Summer Surprises


"Registrations for the exclusive DSS summer event, the Modhesh Friends' Club, take a hectic pace as a number of parents accompanied by their holidaying children are rushing to the DSS Office to grab the last few remaining seats available for the Club all set to start on June 24."

So, in tones of overwrought hysteria, goes the press release announcing that uptake has been a little slower than anticipated for the Modhesh Friends' Club summer kids' event. It's quite possible, of course, that demand has been reduced because parents simply don't believe they'd have a chance of getting their kid in because the demand would be so great. After all, as the press release (posted here on arabianbusiness.com) tells us, application forms are "fast flying off the shelves" so it must be popular.

If you'd like to learn more about Modhesh, you can go here. There's more information there than anybody in their right minds can take, all presented in a comforting palette of colours designed to trigger scary roller-coaster flashbacks from that time you dropped an experimental tab or two back at Uni. In fact, uncontrollable brain-skitter is a constant danger in Modhesh's online world, but I do recommend you pop in to enjoy, if nothing else, the relentless tone of the prose offered up to you.

Here's a sample:

"His popularity is truly inspiring, growing constantly over the years. As summer time approaches children anxiously wait for their favourite character to return and become a part of their lives. His yearly visits to Dubai win him friends and fans in huge numbers indicating to his popularity among children of all ages. Even grown-ups can’t help but join in the celebrations when Modhesh invites them to shop at the malls or be a part of the weekly themed events."

Quite.

7 comments:

Angooz said...

Quote: "As summer time approaches children anxiously wait for their favourite character to return and become a part of their lives."

Bollox - the favourite character my kids are anxiously waiting for is the pilot of the giant jet who'll take them to somewhere cooler and more sane for the summer!

Dominic said...

If the Uber states in the Western Hemisphere can come up with a six foot rat as one of the crowning signs of pre-pubescent childhood along with memories of a duck and a drunken hound – Mickey, Donald and Pluto can only be judged as modest steps signifying the towering achievement and global dominance of their creators in comparison to Modesh. Sanity has to question the Dubai choice; (now as an aside just remember that when the founding fathers considered a National Emblem for the USA Benjamin Franklin voted for the Turkey – kind of apt when you consider the current Presidency! However in an inspired moment this was quashed by the remaining fathers and Jefferson suggested the Bald Eagle might be a little more inspiring.) Where oh where was that logic and much vaunted leadership when Dubai chose to champion itself with a Zebedee inspired worm?

So let's take a look at some of the base line elements of the Modesh creation - Zebedee: a spring like, French inspired (enough said already) 70's character who in true Mr Benn style used to appear "as if magic" going "boing" and closed the show with "time for bed" - a phrase many a Dubai based Zvetlana could apply as a lasting epitaph to Dubai!

Combined with the Spring we also have a worm like appearance that will make any young European remember longingly for its childhood book of that worm that ate and ate and ate the apple. Then was sick!

Driving down the Shekh Zayed road watching the embodiment of fun and happiness, spite me as I sit stationary amid failing AC, sweltering tension and escalating fear of violence indeed makes one want to vomit. Well done Dubai yet another towering PR achievement!


All the best Dominic

Anonymous said...

He's is a worm that is not right for children to play along with.

Alexander said...

Although that comment has all the elements of a most excellent meme, I fear it might be a little unfair...c

Anonymous said...

Actually, it's more maggot-like than worm-like. I wonder if it eats carrion or perhaps living things...

Keefieboy said...

So, I wonder what Modhesh the Horrible Yellow Wormaggot does for the rest of the year? Is he busy terrifying little kids in Patagonia or Siberia? We should be told.

Alexander said...

A couple of years ago, Arabic daily Al Khaleej ran an interview with Modhesh (no, really) and we were told that he spends the rest of the year studying.

Well, you did ask...

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