Under the title "Behind the Scenes of Emirates Airline from the Highest Summit in the World," Sky News reported that many advertisements are characterized by boldness and strangeness, while some are defined by simplicity and ease. However, few manage to combine fluidity and simplicity with boldness, strangeness, and "soaring high" in innovation and creativity. At least, this is what Emirates Airline achieved with its creative and "real" advertisement, celebrating the UK’s recent changes regarding travel restrictions and the UAE's elevation from the red list to the orange list.
Emirates released an advertisement featuring one of its flight attendants, dressed in full uniform, standing confidently on top of the Burj Khalifa at a height of 828 meters above sea level. The accompanying 30-second video starts with a close-up of the Emirates flight attendant flipping boards that display messages saying, "The UAE’s transition to the British orange list made us feel as if we are on top of the world. Fly with Emirates, fly better."
Emirates published a video showcasing the behind-the-scenes preparation and filming of the creative advertisement on its social media platforms, such as Instagram, where it garnered over one and a half million views in less than 24 hours. There seems to be skepticism regarding whether the advertisement was filmed inside a studio using modern filming techniques. However, the behind-the-scenes footage revealed the "true" fact that it was indeed shot on top of the Burj Khalifa, meticulously prepared, and the team underwent training and tests, all conducted under strict safety and security protocols throughout the preparation and filming process.
In the behind-the-scenes footage of the advertisement preparation, the Emirates flight attendant said, "Hello Mom, I’m on top of the world." Thus, the star of the advertisement, the Emirates flight attendant, joined a limited number of individuals who have had the opportunity to stand on the tallest building in the world, including American star and "Mission Impossible" film series hero Tom Cruise, and Dubai's Crown Prince, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
