Emirates features cabin crew at ‘top of the world’
DUBAI: Emirates a Dubai-based airline has released an advertisement that features a cabin crew member in full uniform standing on the highest point of the Burj Khalifa 830-metre above ground was filmed without any green screen or special effects.
People online assumed it was fake. But it was real, the airline has confirmed, according to agencies.
With this ad, the featured stuntwoman — Nicole Smith-Ludvik, a professional skydiving instructor — has joined only a handful of individuals who have stood at the pinnacle of the world’s tallest building.
Others on the elite list include Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai; and Hollywood legend Tom Cruise.
The 30-second clip opens with a close-up of Nicole holding up message boards in a nod to the famous scene in the 2003 hit ‘Love Actually’. The camera zooms out to show that she is actually standing at the very top of the Burj Khalifa.
The ad was the result of rigorous planning, training, testing and a strict safety protocol. At the pinnacle of the building, the main protagonist had a reduced circumference space of only 1.2 metres at 828 metres high to pull off the stunt.
“A casting call was put out to Emirates’ very own cabin crew team and while there were some willing and capable candidates, a professional skydiving instructor was cast to ensure the highest levels of safety,” the airline said.
Filming started at sunrise to catch the golden hour light. The team began their ascent to the pinnacle before sunrise. The climb took 1 hour and 15 minutes from level 160 of the Burj Khalifa.
They had to scale several tiers and ladders inside a tube to reach the top. The team was at the pinnacle for around five hours. A single drone was used to capture the footage in a continuous take to film the complete sequence.
At 828 metres above ground, this marks one of the highest ads ever filmed and was conceptualised and directed by Emirates’ in-house brand team with the help of Prime Productions AMG, based in Dubai.
Sir Tim Clark, President Emirates Airline, said: “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. The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travellers and ensuring their safety.
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.
Skydiver and stuntwoman Nicole Smith-Ludvik was dressed in the full Emirates uniform for the video, which she also shared on Instagram.
“This is, without a doubt, one of the most amazing and exciting stunts I’ve ever done. A big shout out to Emirates Airlines for your creative marketing idea! It was a pleasure being a part of the team,” Smith-Ludvik captioned the post.
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