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Abu Dhabi Department of Tourism and Culture: Big News With Shaq
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To announce their exciting event calendar for the winter of 2022, the Abu Dhabi Department of Tourism and Culture recruited famed NBA legend Shaqille O’Neal. Shaq is famously known for his love of Abu Dhabi, and the series of ads featuring Shaq as a news anchor borrow from Shaq’s quirky online personality for some ROFL fun, while the events are the true star of the show. The Abu Dhabi Calendar, much like the city itself is a very dynamic and exciting one. And each experience is a headliner event. Serviceplan wanted to create the gravitas around each experience, and the concept of merging Shaq as the new anchor to announce the upcoming lineup of events felt like a perfect match. It also helps that Shaq has followers across age groups and varied interests, because Abu Dhabi has something for everyone as well. The spots were directed by Nalle Sjöblad with production company Dejavu.
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