Emirates has gone to new heights — 828 metres — to capture footage for its latest ad campaign. Upon first view the opening recreates a scene from the popular movie Love Actually with a close up of its cabin crew member holding up message boards. But as the camera pans out, it’s revealed that she’s standing atop the Burj Khalifa, the tallest building in the world — joining the likes of Tom Cruise and the Crown Prince of Dubai to accomplish this feat. The iconic Dubai landmark made a splash in the Mission Impossible saga.
“We always look to challenge the norm and push boundaries at Emirates,” said Sir Tim Clark, President Emirates Airline. “We’re proud to be among a privileged few who have been allowed to film at the top of the Burj Khalifa by Emaar; and even prouder that we get to showcase our beautiful city, Dubai.”
Notably, the ad was filmed without any green screen or special effects and the climb to the top took 1 hour and 15 minutes from level 160 of the Burj Khalifa. A single drone was used to capture the footage in a continuous take to film the complete sequence.
The ad will be adapted for several markets across the Emirates network, incorporating relevant messages for different audiences. The first TV campaign will run in the UK.