Riyadh Season’s ad campaign wins Sports Emmy award

The campaign was developed in collaboration with the General Entertainment Authority. (Supplied)
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Updated 23 May 2024
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Riyadh Season’s ad campaign wins Sports Emmy award

  • “Battle of the Baddest: Rumble” has been recognized in the Outstanding Promotional Announcement category

LONDON: The Riyadh Season “Battle of the Baddest: Rumble” advertising campaign has scooped a Sports Emmy in the Outstanding Promotional Announcement category.

The 45th awards took place on Tuesday at the National Academy of Television Arts and Sciences in New York City, US.

The promotional campaign, crafted by creative agencies Droga5 and Accenture Song, was created for last year’s boxing match between former world heavyweight champion Tyson Fury and former UFC heavyweight champion Francis Ngannou.

The event, which took place in October, was one of the highlights of Riyadh Season and garnered 12 awards from 32 nominations at international creative festivals.

The campaign was developed in collaboration with the General Entertainment Authority, Saudi Media Group, American sports channels ESPN and ESPN+, and production company Park Pictures.

Scott Bell, chief creative officer at Droga5 NY, described the project as “a labor of love.”

“It’s deeply gratifying to see it resonate so profoundly,” he said during the ceremony. “Our team at Droga5 and Accenture Song, along with our amazing partners, poured their hearts into creating something truly special.

“This win is a testament to the power of creative collaboration and the enduring appeal of storytelling in sports.”

He also thanked the team at Riyadh Season, SMG, and Turki Alalshikh, the chairman of the GEA, for their support.

Alalshikh’s Instagram account shared a link to the advert on YouTube and described the Sports Emmy achievement as “exceptional.”

The 90-second film is inspired by an old boxing saying, “Living rent-free in your opponent’s head,” which depicts the intense psychological and physical preparations by contenders before a fight.

The campaign’s creators and the GEA have won several other accolades, including from The One Show, the ADC Awards, The Clios, The Andys, the Shots Awards, and at Dubai Lynx, where they won three Grand Prix, two golds, five silvers and three bronzes. 


To infinity and beyond: Grendizer’s 50 years of inspiring Arabs

Updated 27 December 2025
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To infinity and beyond: Grendizer’s 50 years of inspiring Arabs

  • ⁠ ⁠50 years after its creation, the Grendizer anime series continues to capture Arab imagination
  • ⁠ ⁠⁠Arab News Japan speaks to creator Go Nagai, Middle Eastern fans and retells the story behind the UFO Robot tasked with protecting our planet

LONDON: Few cultural imports have crossed borders as unexpectedly, or as powerfully, as Grendizer, the Japanese giant robot that half a century ago became a childhood hero across the Arab world, nowhere more so than in Saudi Arabia.

Created in Japan in the mid-1970s by manga artist Go Nagai, Grendizer was part of the “mecha” tradition of giant robots. The genre was shaped by Japan’s experience during the Second World War, and explored themes of invasion, resistance and loss through the medium of science fiction.

But while the series enjoyed moderate success in Japan, its true legacy was established thousands of kilometers away in the Middle East.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. (Supplied)

The anime “UFO Robot Grendizer” arrived on television in the region in 1979, dubbed into Arabic and initially broadcast in Lebanon during the Lebanese civil war. The story it told of the heroic Duke Fleed, a displaced prince whose planet had been destroyed by alien invaders, struck a chord with children growing up amid regional conflict and occupation by Israel.

Its themes of defending one’s homeland, standing up to aggression and protecting the innocent were painfully relevant in the region, transforming the series from mere entertainment into a kind of emotional refuge.

Much of the show’s impact came from its successful Arabization. The powerful Arabic dubbing and emotionally charged voice-acting, especially by Lebanese actor Jihad El-Atrash as Duke Fleed, lent the show a moral gravity unmatched by other cartoons of the era.

While the series enjoyed moderate success in Japan, its true legacy was established thousands of kilometers away in the Middle East. (Supplied)

The theme song for the series, performed by Sami Clark, became an anthem that the Lebanese singer continued to perform at concerts and festivals right up until his death in 2022.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. For many, it was not only their first exposure to anime, it also delivered lessons on values such as justice and honor.

Grendizer was so influential in the region that it became the subject of scholarly research, which in addition to recognizing the ways in which the plight of the show’s characters resonated with the audience in the Middle East, also linked the show’s popularity to generational memories of displacement, particularly the Palestinian Nakba.

By the early 1980s, “Grendizer” had spread across the Middle East, inspiring fandoms in Saudi Arabia, Kuwait, Iraq and beyond. (Supplied)

Half a century later, “Grendizer” remains culturally alive and relevant in the region. In Saudi Arabia, which embraced the original version of the show wholeheartedly, Manga Productions is now introducing a new generation of fans to a modernized version of the character, through a video game, The Feast of The Wolves, which is available in Arabic and eight other languages on platforms including PlayStation, Xbox and Nintendo Switch, and a new Arabic-language anime series, “Grendizer U,” which was broadcast last year.

Fifty years after the debut of the show, “Grendizer” is back — although to a generation of fans of the original series, their shelves still full of merchandise and memorabilia, it never really went away.

 

Grendizer at 50
The anime that conquered Arab hearts and minds
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