'Top of the World' - Emirates' stunt to remember - MARKETING Magazine Asia


‘Top of the World’ – Emirates’ stunt to remember

Top of the world Emirates

The internet is about to be broken again with Emirates’ latest ad ‘Top of the World’.

Doing a stunt on top of the tallest skyscraper in the world isn’t an every day thing, and when someone is doing that for an advert during one of the toughest times our generations are witnessing, it surely is a breathtaking refreshment.

Emirates confirmed that their ad featuring a ‘cabin crew member’ in full uniform standing on the pinnacle of Burj Khalifa was shot without a green screen or any special effects.

Nicole Smith-Ludvik, who is a professional skydiving instructor, is the featured stuntwoman in the ad. Nicole has joined only a handful of individuals who have stood at the 828-metre pinnacle of the world’s tallest building.

Needless to say, one of those individuals is the legendary Tom Cruise (Mission Impossible: Ghost Protocol). The other one is none other than the Crown Prince of Dubai himself Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.

At 828 meters above ground, this marks one of the highest ads ever filmed and was conceptualized and directed by Emirates’ in-house brand team with the help of Prime Productions AMG, based in Dubai.

Watch the video here:

Top of the World by Emirates

“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”, said Sir Tim Clark, President Emirates Airline. “The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travelers and ensuring their safety.

Sir Tim added, “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.”

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.

Here’s how they did it:

Behind the scenes: Emirates’ ‘Top of the World’

Source: Khaleej Times


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