The ad will first run in the UK to celebrate the UAE moving to the amber list
Shot at 828 metres above ground, Emirates’ new advertisement features a professional skydiving instructor dressed as an Emirates cabin crew member, standing on the tip of the Burj Khalifa, the world’s tallest building. Nicole Smith-Ludvik joins only a handful of individuals who have had the privilege to stand atop the world’s tallest building – including Tom Cruise and the Crown Prince of Dubai, HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
Emirates representatives said: “The ad was filmed without any green screen or special effects and was the result of rigorous planning, training, testing and a strict safety protocol. At the pinnacle of the building, the main protagonist had a reduced circumference space of only 1.2 metres at 828 metres high to pull off the stunt. A casting call was put out to Emirates’ own cabin crew team and while there were some willing and capable candidates, a professional skydiving instructor was cast to ensure the highest levels of safety.”
A single drone was used to capture the footage in a continuous take to film the complete sequence, as Smith-Ludvik presented a series of cards inscribed with a message, in the style of a famous scene from the film Love Actually, welcoming guests back from the UK, one of the UAE’s key markets.
Sir Tim Clark, president of Emirates Airline, said: “We always look to challenge the norm and push boundaries at Emirates. We do it every day through our innovative services, our best in class product and of course through our advertising. The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travellers and ensuring their safety. 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.”
See behind-the-scene footage here: