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. We 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.

This professional campaign titled 'Big News with Shaq' was published in United Arab Emirates in December, 2022. It was created for the brand: Abu Dhabi Department of Tourism and Culture, by ad agency: Serviceplan Middle East. This Film and Integrated media campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted 5 months ago.


Title: Big News with Shaq
Client: Nouf Alboushelaib/ Director Of Strategic Marketing & Communications Department of Culture and Tourism – Abu Dhabi
Client: Imane Zebrini/ Brand Unit Head - Strategic Marketing & Communications · Department of Culture and Tourism – Abu Dhabi

Agency: Serviceplan Middle East
Chief Creative Officer: Akhilesh Bagri
Creative Director: Andre Couto
Managing Director: Natalie Shardan

Worldwide Executive Creative Director: Jason Romeyko
International Communications Officer: Lee Sharrock

Production company: Dejavu
Director: Nalle Sjöblad
Director of Photography: Max Smeds

Executive Producer: Manasvi Gosalia
Producer: Sampada Harkara
Executive Producer Authentic Brands: Jeremy Castro
Rolling Pictures USA Producer: Mark Maxey
Rolling Pictures USA Producer: Stephanie Holland

UPM/ Line Producer: Mark Maxey
Production Manager: Jimmy Ray
1st Assistant Director: Scott Carter
Script Supervisor: Ramona Taylor
Creative Director: Michael Fitzgerald
Production Designer: Rodrigo Cabral
Art Director: Katherine Thorpe
Big News Desk design & fabrication: Jenny de Jaager
Key Grip: Tomo Sasaki
Gaffer: Mike Wilson
Production Sound Mixer: Doug Horvat

Shaq stylist: Renee Brown
Shaq double: Elijah Everett
ABG – Shaq Associate: Cara Parks
ABG – Shaq Associate: Melissa Bergson

Post Production: Dejavu
Post Producer: Rafic Sawaya
Editor: Rizwan Maple
Grade: Faisel Merheb
Online: Dejavu


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