In 2021, Emirates Airlines defied marketing conventions by releasing a jaw-dropping advertisement featuring Nicole Smith-Ludvik, a professional skydiver and adventurer, standing atop the Burj Khalifa, the tallest building in the world. This campaign did not just sell flights, it sold the spirit of adventure, luxury and the unyielding drive to aim for the skies, literally. Let’s dive deeper into how this once-in-a-lifetime campaign was conceived and executed, as well as the story it told the world.
A Bold Vision: The Concept
The idea for the campaign was born during the COVID-19 pandemic, a time when global travel was deeply affected. Emirates sought to inspire hope and reinvigorate the travel industry by showcasing their resilience and optimism for the future. The slogan, “We’re on top of the world,” symbolized a world recovering and reconnecting.
Dubai, home to Emirates, naturally played a starring role in the ad. The Burj Khalifa was chosen for its unparalleled status as a global icon, but there was more than symbolism at play. The team aimed to showcase not just the grandeur of the structure but also the audacity of Emirates to embrace risks for unparalleled excellence, mirroring their customer-first ethos in aviation.
Behind the Scenes: Making the Vision a Reality
Executing this audacious idea required meticulous planning, technical ingenuity and unrelenting bravery. Here is how the magic came together:
- Casting Nicole Smith-Ludvik: The team needed someone who combined grace under pressure, expertise and a fearless spirit. Nicole, a seasoned skydiving instructor with a history of adventure sports, was a natural fit. She also resonated with audiences because of her story of perseverance, including her recovery from a life-threatening car accident.
- Planning the Shoot: The Burj Khalifa’s spire is one of the most challenging locations in the world. Engineers, safety experts and creatives worked together for months to map every detail. Nicole underwent rigorous training to ensure her safety and composure during the shoot.
- Reaching the Summit: On the day of filming, Nicole and the crew took an elevator to the 160th floor, followed by a 75-minute climb through a narrow spiral staircase to reach the pinnacle. Once there, she was secured with a hidden harness and safety platform designed specifically for the shoot.
- Cinematic Brilliance: To capture the sunrise perfectly, the team filmed early in the morning. Specialized drones and helicopters were deployed to capture panoramic shots of Nicole at the spire, delivering a breathtaking combination of scale and serenity.
The Impact of the Campaign
The ad’s release went viral, amassing millions of views across platforms like YouTube, Instagram and TikTok. More than a marketing stunt, it became a cultural moment, reminding people of the transformative power of travel and human ambition.
Its success led to a sequel, this time promoting Expo 2020 Dubai. Nicole once again took to the spire, with an Emirates A380 flying past her, a feat requiring precise coordination between the pilot and the film crew.
Why This Campaign Worked
- Authenticity: No green screens were used, ensuring the campaign felt genuine and awe-inspiring.
- Risk and Reward: The decision to take on such a daring concept showcased Emirates’ brand as bold and innovative.
- Emotional Connection: The campaign leveraged themes of hope, perseverance and the desire to explore, resonating deeply with audiences worldwide.
Watch the Ad
Experience the breathtaking moment yourself by watching the original ad here:
Also, check out behind-the-scenes footage of the ad campaign here:
And how is this for an encore to the first commericial:
Of course, we had to share the behind-the-scenes footage of this ad with you as well:
Legacy and Lessons
Emirates’ campaign is now a case study in extraordinary marketing, blending creativity, technical expertise and emotional storytelling. It is a reminder that the most memorable campaigns do not just sell, they inspire.
For marketers, the takeaway is clear. Do not be afraid to dream big. With the right planning, team and execution, even the tallest goals are within reach.
Is your business looking to elevate its digital marketing plan? Contact us today to find out how we can help.
