Last year Dubai-based airlines Emirates took the world by storm when they released a 30-second ad, shot on Youtube at the top of the tallest building across the globe, Burj Khalifa. If you have seen the ad, you would agree it is an absolute stunner. This ad opens with a formally dressed cabin crew member holding placards with a welcoming message and a calm and composed smile. The magic begins when the camera is panned out to show the mesmerizing skylines of Dubai. While this ad is epic in itself, Emirate’s active social listening takes the concept to the next level. While the ad was received well, there were some speculations about the genuineness of this stunt unless Emirates released behind the seen video to share the hours and days of hard work and perseverance to get a breath-taking visual of that advertisement, using a single drone. At first, the casting call was put out to Emirates’ own crew members; however, to ensure maximum safety, Emirates cast a professional UK-based sky diving instructor and stunts woman Nicole Smith-Ludvik. This enhanced user engagement and the ad collected over a million views within a few days of release.
The ad was made to attract tourists from across the world after travel restrictions to Dubai were waived. This video rightfully drew a lot of attention from around the globe. The marketing team of Emirates showcases remarkable talent through ideation and delivering such content. Certainly, no one will lose the memory of this ad, the brand, why the ad was shot, and Nicole Smith- Ludvik.
Emirates released another video earlier this year where they clearly took their appetite for innovative and peculiar content notches higher. In the latest ad, we can view an airplane and Dubai’s spectacular view. A successful marketing strategy based on 5C’s reiterates the value of making meaningful collaborations. Collaborating with the best and backing up your plan with a solid course of action can put you on top of the world. Quite literally here!
Is there any content that you would consider out of the box in the recent past?
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Alexis Whyte says
This is such a cool post! I didn’t know about the Emirates commercials until your post, but they really are stunning. Showing everyone what it took to make this happen from behind the scenes gives customers such great insight and really makes them feel like they’re part of the process. I think it’s great they took that route, but it would’ve been interesting to see if they would’ve released that without customers asking for it. Personally, I think BTS content is so valuable and under-utilized as it can really make the consumer feel like they are part of the brand. It would be cool to see airlines utilize user-generated content, like GoPro, for great pictures/videos from the sky. This would give consumers an authentic look into the passenger’s experience. Great post!
Krupa Bhatt says
This is so interesting, Emirates is one of the top airlines and these videos show exactly why. They not only went an extra step with these ads but they showed their audience that they are a brand that is well prepared and trustworthy. I agree with Alexis, BTS content is a great opportunity for brands to connect with their audience. Companies like Lexus and Audi which have partnerships with Marvel studios have done a spectacular job of having creative ads that represent movie characters. With the new black panther movie coming out, Lexus very strategically displays movie characters in BTS content with their all-electric car. Not only does it work in the movie’s favor because it generates a buzz but it helps movie enthusiasts to connect with Lexus as well.
Talk about stopping the scroll! Content as presence meets content as window, here, with the complementary spots. Brilliant way to make an impression while sparking a conversation.
Andrew Baer says
This ad is crazy! I even didn’t believe it was real until I watched the full clip showing the behind the scenes. It’s amazing when brands find new and crazy ways to get our attention. Stunts like this are definitely one way to keep their brand in our thoughts. Record breaking heights makes me think of another brand that loves to go to the extreme. Redbull is constantly endorsing thrill seekers. A few years ago, Redbull helped a sky diver jump from the stratosphere and broke the sound barrier during his fall back to Earth. These stunts are so memorable and it’s even better when they are genuine. And seeing the behind the scenes is always so fun.
Henry Fountain says
As one who is terrified of heights, this is something that jumped out at me immediately. Not to mention, I’m sure there are a lot of others who will never forget this advertisement, including those who shot it. Being inside of a tall building gives me goosebumps, so I cannot imagine how brave those who helped shoot this video are. Something like this is what gains attention and attraction to a certain brand. If not an actual transaction, at least gained a lot of engagement, and put this company on the map to those who may not know Emirates. I honestly cannot think of another ad like this, other than the time when RedBull has someone free fall from outer space a while ago. These ads are what attracts attention and the good kind! Maybe I will think twice about Emirates the next time I have to fly!
Samara Grossel says
Thanks for sharing! This is definitely a stunning commercial and I also had to take a double take that this was real footage. I do have a fear of heights and was so nervous watching her standing there, so glad they took the necessary safety protocols. A commercial like this is memorable and makes me better understand why Emirates has such a great reputation as an airline. I have never flown them before, but I don’t recall seeing any other airlines have promotions as visually appealing at this one. Emirates usually gets positive media coverage, and this commercial is no exception. I want to take a trip to UAE eventually!
Iridian Gonzalez says
Loved this post. At first I thought they used a green screen because they are literally on the tallest building in the world. It was nice to see behind the scenes on how they planned this commercial out. As a viewer it makes me feel apart of it and included in a way. I can see why this commercial got so many views and was talked about a lot. It’s different and unique. So many people are afraid of heights so seeing the process it took to shoot this is memorable. I think it would be cool if more commercials showed behind the scenes footage of their process.
Hilary Myers says
Wow! I loved your post. What an incredibly cool video. It’s extremely impressive and I can understand why it gained so much attention! The commercial is mind blowing on its own but the behind the scenes content makes the commercial even better — it shows the hard work, logistics, and REAL humans behind the feat! Rising to an extreme challenge and showcasing world class talent is super memorable. That was a very smart move on their part!