Dubai Tourism has become a blockbuster in its efforts to attract holidaymakers. Commissioning director Craig Gillespie is to create a six-part “Dubai Presents” film series alongside ad agency Mother. Each film is presented as a cinematic-style trailer, using multiple film genres to provide a different insight into Dubai and its cityscape.
“Dubai is a destination like no other. Our challenge was to create a campaign that allows every aspect to shine,” explained Chris Gallery, partner at Mother. “There is no single piece of content capable of conveying all that Dubai has to offer; our solution, the Dubai Presents platform, is designed to be flexible and present Dubai as the ultimate destination.
Starring A-list actors Jessica Alba and Zac Efron, the first film “A Five-Star Mission” is shot in the style of the classic spy action genre with dramatic spy-style sequences.
Filmed on location, it sees Alba and Efron starring as a sparring couple staying at the iconic Burj Al Arab. As the pair battle through the trailer, the film seamlessly visits major destinations including the Jumeriah Al Naseem and the overwater restaurant, Pierchic, before setting off on an epic desert adventure to the capital of the Dubai adventure, Hatta. For anyone who still thinks this is a trailer, the film ends with “now playing in Dubai”.
Dubai has doubled down on its tourism ads as the world reopens. At 828m, Emirates created one of the tallest commercials ever, filmed at the tip of the Burj Khalifa.
Created to celebrate the move of the United Arab Emirates (UAE) to amber on the travel list, the advert shows an Emirates cabin crew member standing in full suit atop the Burj Khalifa, holding up bulletin boards electronics as a nod to that famous scene from the movie L’amour en fait.
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