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DUBAI: Emirates on Sunday launched a $15 million rock-inspired advertising campaign to promote airline鈥檚 extensive network of global destinations including its home and hub, Dubai.
The carrier鈥檚 latest campaign is backed by the legendary British rock band Queen鈥檚 soundtrack 鈥淒on鈥檛 stop me now鈥�, which was found in a scientific study to be the 鈥渇eel-good鈥� tune on the UK charts in the past 50 years.
The ad, shot by award-winning director Vaughan Arnell, utilizes clever camera work that seamlessly transitions between key destinations and Emirates鈥� onboard features, reminiscent of a visual storytelling style that show 鈥渁 picture within a picture鈥�.
The one-minute spot culminates in Dubai, with a soundbite on how Emirates connects the world via Dubai. The campaign will run in key markets around the world starting from 15 October.
鈥淓mirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai,鈥� Boutros Boutros, Emirates鈥� Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said in statement.
鈥淪ince day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.鈥�
The Dubai carrier has previously tapped US actress Jennifer Aniston in its previous campaigns, particularly for its Airbus A380 service.
Emirates鈥� strategy to get the former Friends star as brand ambassador was emulated by next-door neighbor Etihad Airways, who brought on board Oscar-winner Nicole Kidman for the Abu Dhabi carrier鈥檚 campaign featuring a 360-degree virtual reality film titled Reimagine.
Turkish Airlines also launched a commercial featuring Hollywood heavyweight Morgan Freeman in February during the 51st Super Bowl, which was the most-watched show in US TV history.