Virtue’s Hollywood trio put the best face on Dubai

The Gulf states, as we know, aren’t short of a bob or two and here’s the Dubai Corporation of Tourism and Commerce Marketing (DCTCM) pushing the boat out with a film featuring Gwyneth Paltrow, Kate Hudson and Zoe Saldana exploring the delights of the city in the desert. In return, presumably, for a substantial fee.

Middle Eastern countries, some of whom have image issues, have been lining up Hollywood’s finest – Ridley Scott’s RSA for Turkey for example – and this film by celebrated director Reed Morana, courtesy of Vice’s agency Virtue, certainly does the spectacular aspects of Dubai justice. With no beach-hugging Premiership footballers or other lower rent tourists in sight.

Do we believe it all though?

No, not all of it but the girls put on a good show although there’s a surplus of Hollywood ‘thenk yoos’ for the amiable locals. And would they really wander around everywhere alone? Where there’s a star there’s usually security.

There’s obviously a market in this genre and Virtue, stemming originally from a broadcaster, is clearly well placed to oblige.

MAA creative scale: Hmm, 6.5.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.