Dubai TV has taken its Dubai+ platform onto the UAE’s outdoor advertising landscape with a large-scale campaign inspired by the look and feel of cinema.
The campaign uses dramatic portraits, dark backgrounds, and a mix of international and regional talent. The creative promotes the entertainment available through Dubai+ while connecting the platform closely with Dubai TV.
Instead of promoting one TV show, Dubai+ makes its outdoor ads look like a movie premiere. This quickly tells people that Dubai+ has a wide variety of entertainment to watch.
Dubai+ Brings Cinematic Creative to UAE Roads
The campaign has been designed to stand out at scale.
Dark backgrounds dominate the creative, while portraits are lit with warm tones. This creates a strong contrast that helps the featured actors remain visible from a distance.
Hollywood and Arab Stars Share the Spotlight
One of the most noticeable elements is the way international and Arabic content appears within the same creative.
Jessica Chastain is featured in connection with Molly’s Game, while Jason Statham represents Wrath of Man. Arabic titles, including Musafir Bala Howeya and Karma, also feature in the execution.
This creates a clear picture of what Dubai+ offers without relying on a long explanation.
Bilingual Creative Speaks to the UAE Audience
Arabic and English elements appear throughout the campaign.
This is an important creative decision for a UAE-wide entertainment platform. Dubai has a highly diverse population, while Arabic remains central to local culture and regional media.
The campaign brings both audiences into the same visual world.
One featured figure also appears in traditional Emirati clothing, adding another local reference.
Dubai+ Positions Itself as Part of Everyday Entertainment
The campaign goes beyond promoting individual films and programmes.
The campaign displays logos for other parts of the network, including Dubai Sports, Dubai One and Dubai Radio. An Arabic call to action encourages audiences to watch broadcast channels.
Together, these elements present Dubai+ as part of a broader entertainment ecosystem.
Dubai TV Builds on Decades of Broadcasting in the UAE
Dubai TV has a long history within the UAE’s media landscape.
Its roots date back to 1971, when it operated as Emirates Dubai Television. The broadcaster was later relaunched under Dubai Media Incorporated in 2004.
That history gives the Dubai+ campaign an established media brand behind it.
The latest outdoor advertising campaign shows how the broadcaster is extending its established presence into a more modern entertainment offering.
Outdoor Advertising Gives Entertainment Brands a City-Scale Presence
Streaming and broadcasting services largely exist on screens inside homes and on personal devices. Outdoor media gives them a physical presence across the city.
Outdoor advertising such as billboard advertising can turn actors, films and programme artwork into highly visible public creative.
This is particularly relevant in the UAE, where busy roads offer advertisers strong opportunities to reach people as they travel between homes, workplaces, shopping centres and entertainment venues.
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