By Fayola Douglas
Jessica Alba and Zac Efron star in a spy thriller-style spot for Dubai Tourism.
The campaign uses the city as the backdrop for the movie-trailer-like ads, inspired by film genres, giving a preview of what time spent in Dubai could entail. Although it’s probably inadvisable to get up to any illicit activity.
The “Dubai presents” campaign, created by Mother, is being launched with the spot, “Spy”, which stars Alba and Efron as a sparring couple, featuring dramatic espionage-style sequences with some added humour.
Directed by Craig Gillespie through MJZ, viewers are taken on a journey through destinations such as Burj Al Arab, Jumeirah Al Naseem, overwater restaurant Pierchic, the Jumeirah district and Hatta, which is popular for hiking, biking and kayaking.
Shot on location in Dubai, six films will run in digital, cinema and TV media across 27 global markets and in 15 languages. The five remaining hero films will be released over the next four months.
Content hub dubaipresents.com sits at the heart of the campaign. It is intended to offer potential visitors inspiration and can provide a personalised plan for a Dubai holiday.
The integrated campaign also includes content highlighting other facets of Dubai and a behind-the-scenes look at the ad shoots. There will be movie-style marketing in the form of classic film posters, social-media activity and digital advertising.
Chris Gallery, partner at Mother, said: “Dubai is a destination like no other. Our challenge was to create a campaign which allowed every aspect of it to shine. 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.”
Behind the Scenes and comments by the stars
Internationally acclaimed actress, author and founder of The Honest Company Jessica Alba said: “Being able to play multiple characters across the series gave me an opportunity to see the city in ways I wouldn’t have imagined. One moment I was winding my way through the spice souk in Old Dubai, and the next I was on the top floor of the iconic Burj Al Arab performing my own stunt sequence for an action scene. Dubai has so much to offer- from beautiful locations to the amazing food and an energy to match, I loved every part of it.”
Award-winning actor and producer (Greatest Showman; Extremely Wicked, Shockingly Evil and Vile; Down to Earth with Zac Efron) Zac Efron commented: “I’ve been to Dubai previously but I was never able to truly appreciate the city in this way. Despite the fact that I travel often, it is rare to get to have the time and the opportunity to really explore and enjoy the city’s offerings. The desert was particularly special to me…such a peaceful and calm landscape and unlike anything I had ever seen. The people of Dubai were incredibly warm and hospitable and invited me to enjoy the culture by their side. I love the idea of discovery and exploration and Dubai did not disappoint.”
The award-winning director, Craig Gillespie, commented: “The most exciting thing about this project was being able to use the art of cinema to showcase just how dynamic and diverse Dubai can be. For some it is the ultimate luxe adventure, for others, it is a romantic getaway with quirks and nostalgia or an eye-opening journey to discovering culture and heritage. Zac and Jessica’s versatility as actors combined with dramatic backdrops and a crew from around the world made for movie magic and we’re so excited to share this series with the world.”
The film was made in line with strict Covid-19 protocols, taking place over a duration of five days. With a diverse cast and crew of over 180 people representing 27 nationalities – from celebrity talent and director, award-winning production and creative teams to a world-class filming crew, including talent drawn from across the UAE – Dubai Presents evokes the creative spirit of a cosmopolitan city rooted in multiculturalism.
