Emirates has launched a slick campaign with a ‘flight attendant’ on top of the Burj Khalifa to convey a strong message about UK travel & tourism. The UAE has been formally transferred to the ‘Amber List’ of the United Kingdom, rather than the ‘Red List,’ permitting UK travellers to visit. The advertisement’s shows ‘flight attendant’ in the Love Actually style cards with the words: “Moving the UAE to the UK Amber List made us on top of the world. Fly Emirates. Fly Better.”
The promotional effort features 33 seconds of Nicole Smith-Ludvik, a professional skydiving instructor dressed as an Emirates flight attendant. The initial frame of the advertisement depicts Smith-Ludvik hanging within the blue hues of Dubai’s horizon.
The camera pans down from cards and zooms forth as the advertising plays to see Smith-Ludvik standing on the top of the Burj Khalifa. Smith-Ludvik shrinks in size when contrasted to the top of Dubai’s iconic building, giving the viewer an unnerving feeling of scale. Emirates sent a ‘Behind the Scenes’ YouTube video coupled with the delivery of the advertisement to dispel any doubts about the stunt’s credibility.
The video depicts the full security assessment conducted by the professionals on set and the techniques and methodologies used to create the commercial.
Although a similar or comparable ad could have been helped out by means such as a Chroma screen, Emirates decided to place someone on the top of the Burj Khalifa, taking into account all of the dangers that such a large-scale marketing campaign entails.