Dubai Tourism has gone full blockbuster in its efforts to entice 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 movie-style trailer, using multiple film genres to offer a different preview of Dubai and its cityscape.
“Dubai is a destination like no other. Our challenge was to create a campaign that allowed every aspect of it to shine,” explained Chris Gallery, partner at Mother. “There isn’t a single piece of content able to convey everything that Dubai has to offer; our solution, the Dubai Presents platform, is hard-wired to be flexible in showcasing Dubai as the ultimate destination.”
Starring A-list actors Jessica Alba and Zac Efron, the first film ‘A Five-Star Mission‘ is filmed in the style of the classic spy action genre featuring dramatic espionage-style sequences.
Shot on location, it sees Alba and Efron star as a sparring couple staying at the iconic Burj Al Arab. As the couple battle through the trailer, the film seamlessly visits top destinations including the Jumeriah Al Naseem and the overwater restaurant, Pierchic, before heading out on an epic desert caper to Dubai’s adventure capital, Hatta. For anyone who still thinks this is a movie trailer, the film ends with ‘now playing in Dubai’.
Dubai has been doubling down on tourism ads as the world opens back up. At 828m, Emirates has created one of the highest ads ever made, filmed at the tip of the Burj Khalifa.
Created to celebrate United Arab Emirates (UAE) being moved to amber on the travel list, the ad sees an Emirates cabin crew member stood in full costume at the top of the Burj Khalifa, holding up message boards as a nod to that famous scene in film Love Actually.
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: 'Dubai Tourism: A Five-Star Mission'