It's a busy time for Dubai as the destination gears up for the upcoming Expo 2020 — Hollywood stars Jessica Alba and Zac Efron, who are its latest tourism faces, appearing in their very own 'spy' movie.
Dubai Presents will see the two superstars set against a backdrop of iconic landmarks and hidden spots, in scenes that unfold in sequence, Spy Action style.
Filmed by director Craig Gillespie — of recent Cruella movie fame — some 2,000 assets will be released in 27 countries and across 16 languages, via print, broadcast, out of home, digital and social media channels.
The advertising direction builds on Dubai's 2019 tourism campaign which featured starlets Gwyneth Paltrow, Kate Hudson and Zoe Saldana, also in a similar movie-trailer, story-telling approach.
Watch Dubai Presents below:
It's not just Dubai Tourism dabbling in such high-profile marketing efforts for the destination.
An Emirates cabin crew member was recently involved in the airline's promotional video stunt by standing on the tip of the 828m high Burj Khalifa in Dubai.
The ad, which showed the flight attendant holding up five signs that have different phrases on them, was done to celebrate the UAE being taken off of the UK’s “Red List". It will be adapted to several markets across Emirates' network, with UK kicking off the first TV campaign.
A casting call was made to the airline's crew, although a professional skydiving instructor was chosen ultimately for the daredevil commercial, which required the 'stewardess' to stand on a custom platform, attached to a pole, and secured by a hidden harness under the Emirates uniform.
"The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travellers and ensuring their safety. We’re proud to be among a privileged few who have been allowed to film at the top of the Burj Khalifa by Emaar; and even prouder that we get to showcase our beautiful city, Dubai,” said Sir Tim Clark, President Emirates Airline.
Watch the Emirates video here: