Emirates' new US$15 million ad campaign, to boost travel and promote the airline’s network Dubai, features a British rock song described as the most uplifting track in the UK charts in the past 50 years, the carrier said.
Don't Stop Me Now by Queen, first released 37 years ago, is the soundtrack to the ad that shows key destinations and Emirates' onboard features, reminiscent of a visual storytelling style that show "a picture within a picture", according to Emirates.
According to the cognitive neuroscientist Dr Jacob Jolij, Don't Stop Me Now - which went platinum in both the UK and US, meaning it sold more than 1 million copies when first released - has all the ingredients of a feel-good song.
Last month, Dr Jolij analysed data from a survey conducted by electronics company Alba, which asked 2,000 people to reveal their favourite feel-good songs in the British charts since 1967.
From his study, he drew this conclusion: a fast tempo (about 150 beats per minute), a major key and happy lyrics are the key common elements of a feel-good song - qualities that in many ways reflect Emirates' UAE home - and the Queen track came out top.
“Emirates and Dubai have always been inextricably linked," said Boutros Boutros, Emirates’ divisional senior vice president for corporate communications, marketing and brand.
"Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai. Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.
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Mr Boutros said the Queen track was chosen "to remind people of the excitement of travel”.
The campaign will run in key markets around the world starting from Monday October 15. It was conceptualised and scripted in-house and shot by award winning director Vaughan Arnell. The "no-cuts" continuous camera transitions were supported by cutting-edge CGI work from MPC in London, the studio responsible for the Oscar winning special effects work for 2016s The Jungle Book.
Emirates is the world’s largest international airline, connecting over 150 destinations in 84 countries to - and through - its Dubai hub.
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Defending champions
World Series: South Africa
Women’s World Series: Australia
Gulf Men’s League: Dubai Exiles
Gulf Men’s Social: Mediclinic Barrelhouse Warriors
Gulf Vets: Jebel Ali Dragons Veterans
Gulf Women: Dubai Sports City Eagles
Gulf Under 19: British School Al Khubairat
Gulf Under 19 Girls: Dubai Exiles
UAE National Schools: Al Safa School
International Invitational: Speranza 22
International Vets: Joining Jack
The specs
Engine: 2.0-litre 4-cyl, 48V hybrid
Transmission: eight-speed automatic
Power: 325bhp
Torque: 450Nm
Price: Dh359,000
On sale: now
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COMPANY PROFILE
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Total funding: Self funded
The specs
Engine: 77.4kW all-wheel-drive dual motor
Power: 320bhp
Torque: 605Nm
Transmission: Single-speed automatic
Price: From Dh219,000
On sale: Now
BEETLEJUICE BEETLEJUICE
Starring: Winona Ryder, Michael Keaton, Jenny Ortega
Director: Tim Burton
Rating: 3/5
More from Janine di Giovanni
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Milestones on the road to union
1970
October 26: Bahrain withdraws from a proposal to create a federation of nine with the seven Trucial States and Qatar.
December: Ahmed Al Suwaidi visits New York to discuss potential UN membership.
1971
March 1: Alex Douglas Hume, Conservative foreign secretary confirms that Britain will leave the Gulf and “strongly supports” the creation of a Union of Arab Emirates.
July 12: Historic meeting at which Sheikh Zayed and Sheikh Rashid make a binding agreement to create what will become the UAE.
July 18: It is announced that the UAE will be formed from six emirates, with a proposed constitution signed. RAK is not yet part of the agreement.
August 6: The fifth anniversary of Sheikh Zayed becoming Ruler of Abu Dhabi, with official celebrations deferred until later in the year.
August 15: Bahrain becomes independent.
September 3: Qatar becomes independent.
November 23-25: Meeting with Sheikh Zayed and Sheikh Rashid and senior British officials to fix December 2 as date of creation of the UAE.
November 29: At 5.30pm Iranian forces seize the Greater and Lesser Tunbs by force.
November 30: Despite a power sharing agreement, Tehran takes full control of Abu Musa.
November 31: UK officials visit all six participating Emirates to formally end the Trucial States treaties
December 2: 11am, Dubai. New Supreme Council formally elects Sheikh Zayed as President. Treaty of Friendship signed with the UK. 11.30am. Flag raising ceremony at Union House and Al Manhal Palace in Abu Dhabi witnessed by Sheikh Khalifa, then Crown Prince of Abu Dhabi.
December 6: Arab League formally admits the UAE. The first British Ambassador presents his credentials to Sheikh Zayed.
December 9: UAE joins the United Nations.
The Bio
Hometown: Bogota, Colombia
Favourite place to relax in UAE: the desert around Al Mleiha in Sharjah or the eastern mangroves in Abu Dhabi
The one book everyone should read: 100 Years of Solitude by Gabriel Garcia Marquez. It will make your mind fly
Favourite documentary: Chasing Coral by Jeff Orlowski. It's a good reality check about one of the most valued ecosystems for humanity
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UAE currency: the story behind the money in your pockets