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Ad of the Day: Abu Dhabi entices holidaymakers with epic film starring John Cena

Actor and professional wrestler John Cena has teamed up with Abu Dhabi’s Department of Culture and Tourism for an epic ad encouraging people to visit the United Arab Emirates’ capital city.

‘The Time is Now’ is an action-packed trailer that sees Cena abruptly change his travel plans while onboard a private jet after reading about Abu Dhabi in the in-flight magazine. Quite literally diving headfirst into his new venture, Cena dramatically parachutes from the plane, much to the dismay of the captain, taking in all the city has to offer in his descent down and eventually safely landing on The Louvre Abu Dhabi.

Created by Image Nation, an award-winning film and entertainment company, the spot has been released following the announcement that the city is welcoming all international vaccinated travelers and those traveling from green list countries back to the Emirates without the need to quarantine. Abu Dhabi’s Department of Culture and Tourism aims to drive the sustainable growth of the capital’s culture and tourism sectors, helping to fuel economic progress. This new short film wants to attract holidaymakers to embrace new adventures and make unforgettable memories with loved ones in the sun-soaked city.

“We wanted an advert that captured the buzz you get when you experience a new place for the first time, and that feeling that you’ll do just about anything to get there,” said Ben Ross, chief content officer at Image Nation Abu Dhabi.

“Abu Dhabi has both thrill-seeking excitement and a rich culture so it was important that we created something spectacular, fun and cool – and what’s cooler than jumping out of a plane and landing on the iconic rooftop of The Louvre Abu Dhabi?”

The social-first travel campaign has been promoted across Twitter, Instagram and Facebook, with further details highlighted on

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