The World: Dubai - Burnett ad triumphs at inaugural awards ceremony

A commercial which courts controversy by overturning conservative Middle East advertising conventions has taken the Grand Prix at the first Dubai Lynx Awards, held this week.

Leo Burnett in Cairo produced the ad, which takes a daring creative approach by suggesting sexual attraction and features an Arab woman wearing a tight-fitting Superman-type outfit, for the Melody TV network.

Saatchi & Saatchi Dubai, named Agency of the Year at the ceremony, scooped the top award in the print category with a campaign created for Procter & Gamble's Olay.

A total of 1,679 entries were put before judging panels made up of 25 leading creatives from 17 countries. Agencies from the United Arab Emirates won the most awards (88).