Jessica Alba and Zac Efron have returned for another Dubai Tourism video as part of the Dubai Presents campaign.
This time, the Hollywood stars play characters in a period drama set in the 1950s. The focus is on Alba as a young aviation pioneer at a crossroads, travelling through the desert in search of answers.
Dubai Presents: A Captivating Saga, a one-minute video, takes a closer look at the hidden gems in the city. It also includes more traditional activities such as a desert safari, camel trekking and sailing on traditional abras while also showing the historical Al Fahidi neighbourhood.
The trailer pays homage to the city’s multicultural roots as it gets ready to celebrate the UAE’s Golden Jubilee as well as the start of Expo 2020 Dubai.
Past Dubai Presents videos
This is the fourth video to be released by Dubai Tourism. The trailers have all been directed by Cruella's Craig Gillespie.
The third video came out on September 8. In Dubai Presents: A Brand New You, Zac Efron meets his future, older self. Following the theme of a buddy comedy, the clip, which lasts one minute and 36 seconds, had Efron wandering around the emirate’s biggest attractions with his future self.
Dubai Presents: A Romance to Remember came out on August 11. Alba and Efron appear as tourists visiting the city, destined to cross paths after a mix-up leads to them having each other’s bags, which contain contrasting lists of things to do in the emirate.
The first video in the series came out on August 5 and was called Dubai Presents: A Five-Star Mission, which was told in the form of a spy thriller. In that video, the duo skydive off the Burj Al Arab, take a dip in the seven-star hotel's pool, dine at famously romantic restaurant Pierchic and pose in front of the Museum of the Future.
Dubai Presents will be distributed in 27 countries and 16 languages.
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What drives subscription retailing?
Once the domain of newspaper home deliveries, subscription model retailing has combined with e-commerce to permeate myriad products and services.
The concept has grown tremendously around the world and is forecast to thrive further, according to UnivDatos Market Insights’ report on recent and predicted trends in the sector.
The global subscription e-commerce market was valued at $13.2 billion (Dh48.5bn) in 2018. It is forecast to touch $478.2bn in 2025, and include the entertainment, fitness, food, cosmetics, baby care and fashion sectors.
The report says subscription-based services currently constitute “a small trend within e-commerce”. The US hosts almost 70 per cent of recurring plan firms, including leaders Dollar Shave Club, Hello Fresh and Netflix. Walmart and Sephora are among longer established retailers entering the space.
UnivDatos cites younger and affluent urbanites as prime subscription targets, with women currently the largest share of end-users.
That’s expected to remain unchanged until 2025, when women will represent a $246.6bn market share, owing to increasing numbers of start-ups targeting women.
Personal care and beauty occupy the largest chunk of the worldwide subscription e-commerce market, with changing lifestyles, work schedules, customisation and convenience among the chief future drivers.
The President's Cake
Director: Hasan Hadi
Starring: Baneen Ahmad Nayyef, Waheed Thabet Khreibat, Sajad Mohamad Qasem
Rating: 4/5
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