The Department of Culture and Tourism Abu Dhabi Launches Global Campaign with Chris Hemsworth and Elsa Pataky

Nov. 13, 2024

The Department of Culture and Tourism – Abu Dhabi proudly announces the launch of its first global brand ambassador campaign, starring Hollywood icon Chris Hemsworth and his wife, actress Elsa Pataky. This landmark campaign highlights Abu Dhabi as the ultimate family escape, inviting travelers worldwide to discover a destination where warmth, culture, and adventure converge to provide the perfect antidote to the fast pace of modern life.

Crafted in collaboration with Serviceplan Group Middle East and Deja Vu, the campaign beautifully captures Chris and Elsa as a family yearning for a retreat where they can recharge, reconnect, and find new inspiration. Against the stunning backdrop of Abu Dhabi’s breathtaking landscapes, rich cultural heritage, and world-class hospitality, the couple embodies the universal longing for a place that offers both serenity and adventure.

The campaign’s creative narrative cleverly opens like a Hollywood movie trailer, drawing viewers into a gripping storyline. However, it soon reveals itself as an engaging advertisement promoting Abu Dhabi. The stars are depicted in an intense and less-than-ideal work scenario, candidly discussing their desire for a vacation—a relatable metaphor for the universal feeling of holding on while longing for a much-needed break.

Launching globally across film, social media, and outdoor platforms, the campaign positions Abu Dhabi as a one-of-a-kind destination that seamlessly blends modern marvels with traditional charm. With a wide range of experiences tailored to travelers of all ages and interests, Abu Dhabi stands out as the premier choice for families seeking a memorable and rejuvenating escape.