The Road and Transport Authority Dubai ad campaign is clearly inspired by the hit reality TV show, 'The Biggest Loser.' This is not only made apparent by way of the before and after images of its models, but also by the t-shirts that read, "I'm the Biggest Mover." It essentially uses familiarity as well as the desire to lose weight as attention-grabbing subject matter even though it promotes the use of public transportation.
Created by United Arab Emirates-based ad agency Livingroom, the Road and Transport Authority Dubai campaign illustrates that "using public transport regularly gives you 20-min physical activity, and that's all you need to stay in shape for the rest of your life." It was creative directed by Mansoor Bhatti.
Weight-Loss Public Transport Ads
The Road and Transport Authority Dubai Campaign Promotes Health
Trend Themes
1. Health-promoting Ad Campaigns - Opportunity to create ad campaigns that promote health and wellness while offering a solution to a common problem, such as weight loss.
2. Transportation and Fitness - Transportation companies can embrace fitness by showing how their services can be part of a healthy lifestyle.
3. Using Familiarity in Advertising - Opportunity to use popular media, such as reality TV shows, to promote products or services in advertising campaigns.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create campaigns that promote services while also addressing public health concerns.
2. Transportation - Transportation companies can use their services as a way to promote health and wellness to customers.
3. Fitness - Fitness companies can partner with transportation companies to promote their services in a way that encourages customers to maintain a healthy lifestyle.