Dubai Tourism: A Five-Star Mission by Mother

Dubai Tourism has gone full blockbuster in its efforts to entice holidaymakers, commissioning director Craig Gillespie to create a six-part 'Dubai Presents' film series alongside ad agency Mother. Each film is presented as a movie-style trailer, using multiple film genres to offer a different preview of Dubai and its cityscape.

“Dubai is a destination like no other. Our challenge was to create a campaign that allowed every aspect of it to shine,” explains Chris Gallery, partner at Mother. “There isn’t a single piece of content able to convey everything that Dubai has to offer; our solution, the Dubai Presents platform, is hard-wired to be flexible in showcasing Dubai as the ultimate destination.”

Starring A-list actors Jessica Alba and Zac Efron, the first film A Five-Star Mission is filmed in the style of the classic spy action genre featuring dramatic espionage-style sequences.

Shot on location, Spy sees Alba and Efron star as a sparring couple staying at the iconic Burj Al Arab. As the couple battle through the trailer, the film seamlessly visits top destinations including the Jumeriah Al Naseem and the overwater restaurant, Pierchic, before heading out on an epic desert caper to Dubai's adventure capital, Hatta. For anyone who still thinks this is a movie trailer, the film ends with 'now playing in Dubai'.