Emirates partners with Chris Hemsworth in a new campaign inviting visitors to Expo 2020 Dubai

September 14, 2021

With less than 30 days to go until the world’s greatest show, Emirates have unveiled a new global campaign. Fronted by actor and celebrity powerhouse, Chris Hemsworth, the campaign illustrates the ultra-futuristic themes and incredible experiences in store at Expo 2020 Dubai when it opens its doors to the world on 1 October.

Conceptualised and filmed pre-Covid in time for the original opening date of Expo 2020 Dubai, the ad aims to convey the energising spirit of innovation, creativity, and the drive to create a better future, all key themes of the global event. Taking a layered approach to storytelling, the ad is supported by a myriad of Computer-Generated Imagery (CGI) animations and visuals to illustrate what the event would look like, as it was filmed while the Expo 2020 site was still under construction.

In the ad, Hemsworth transports viewers from the iconic beaches of Dubai and through its awe-inspiring skyline to the Expo 2020 Dubai site, bringing to life the event’s flagship mobility, sustainability, and opportunity pavilions, as well as providing a glimpse into the excitement and celebration that awaits at the participating country pavilions.

The ad shows the seamless transition and interactions between people and a fantasy world of future possibilities – including re-creations of interactive jungles and forests, and a Mars mission, all representing just how much humanity has to offer during the event.

The musical soundtrack for the campaign, ‘Pure Imagination’, was reworked, modified and reinterpreted by a 70-piece orchestra and features a children’s choir. Children play an important role throughout the ad, coming from different cultures and backgrounds, and highlighting the role they will play as tomorrow’s leaders.

The ad was directed by two-time Oscar-winning director Robert Stromberg, whose film credits include Avatar, Tim Burton’s Alice in Wonderland, and Disney’s Maleficent. The graphics were brought to life by multi-Oscar award winning visual effects and production company MPC (Moving Picture Company).

Emirates is the Premier Partner and Official Airline of Expo 2020 Dubai, and recently launched an exclusive offer for customers to experience the excitement of the World Expo. Emirates’ customers visiting or travelling through Dubai, anytime during 1 October 2021 to 31 March 2022, will be eligible to receive a free Emirates Expo Day Pass for every flight ticket booked with Emirates.

The offer is applicable across all classes and extends to tickets booked through Emirates for flights on flydubai and customers travelling to anywhere on Emirates’ global network with a connection time of at least six hours in Dubai.

Expo 2020 Dubai will run from 1 October 2021 to 31 March 2022,  coinciding with the UAE’s Golden Jubilee.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.