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To unveil its exciting event calendar for Winter 2022, the Abu Dhabi Department of Tourism and Culture has enlisted renowned NBA legend Shaquille O’Neal. Known for his love of Abu Dhabi, the series featuring Shaq as a news anchor borrowed Shaq’s eccentric internet personality for some ROFL fun, with the events being the real stars of the show.
The Abu Dhabi Calendar, like the city itself, is a vibrant and exciting city. Every experience makes headlines. Serviceplan wanted to create an engaging atmosphere around each experience, and the concept of incorporating Shaq as the new anchor announcing the upcoming lineup felt like a natural fit. It also helps that Shaq has a following that spans age groups and interests, as there is something for everyone in Abu Dhabi too.
The commercials were directed by Nalle Sjöblad with production company Dejavu.
Akhilesh Bagri, Chief Commercial Officer at Serviceplan Middle East, explains: “It’s a busy time for travel around the world, with COVID restrictions all but gone. Given Shaq’s comedic style, the idea of taking a humorous approach to this campaign was obvious .. the challenge was to make sure the content was a thumbstick for people to scroll through. If bitesize content was king, we thought why not supersize. This approach gave us the opportunity to publish fresh content throughout the winter. We thank Déjà vu and DCT for giving us this Chance.”
Manasvi Gosalia, Executive Producer of Déjà vu, added: “While filming with a legend like Shaq is exciting, the logistics of the pre-production phase are always a tightrope walk. Given his hectic schedule and travel, we worked with Shaq was shot in less than half a day. We found a way to find his mid-term commitment and maximize that time to get the results we wanted. Of course, when the cameras started rolling, O’Neal was just flawless, It just makes things easier. The only downside to his perfect shot time after time is that now we don’t have a bonus reel.”
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