Is that a movie? Or is it an ad? Will it boost tourism to Dubai after the pandemic?
Zac Efron and Jessica Alba are the face of a new tourist advertisement in Dubai, created in the style of an announcement film.
Although the ad looks expensive, it’s a bit confusing – it seems to be missing any real height for the city of Emirates, let alone a story. There are some separate fight scenes, a few spoken sentences, but it hardly depicts Dubai as a tourist destination, except for a few symbolic shots of the landmark.
There are some scenes of the Burj Khalifa and NuvaRing Museum of the Future, and two paratroopers from the Burj Al Arab, but the ad fails at no other outlet in Dubai.
Efron shared a trailer on his Instagram with the caption: “It always gets me out of trouble …”, while Alba posted it on her s with: “It always gets me in trouble.”
The couple had previously teased an ad on their social media accounts with some behind-the-scenes pictures.
The Daily mail reported in February this year that Efron had been “quarantined in a multimillion-dollar Spanish-style villa since returning to Sydney under strict police guard” after a brief trip to Dubai.
Dubai Tourism in the past included big names – Gwyneth Paltrow, Kate Hudson and Zoe Saldana all starred in the campaign two years ago.
Dubai reopened to visitors in August last year, but all arrivals must have valid health insurance and a negative PCR test done no later than 72 hours before departure. Visitors from more than 50 countries must pass an additional test on arrival.
The UAE has opened quarantined travel for fully vaccinated travelers from Seychelles, Bahrain, Serbia, Italy and Greece.
More than 70 percent of the UAE’s population has been fully vaccinated, however in late June the U.S. advised its citizens not to travel due to an increase in coronavirus infections, and the nation remains on the UK red list.
This article originally appeared in the New Zealand Herald and was reproduced with permission