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| Desert ramble. | |
| by Andrew MacGregor | |
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We like to think when a new Visit Saudi ad was mooted, Mohammed bin Salman watched the Star Wars sequel trilogy and thought: "I'll have some of that!" Saudi Arabia already looks like Tatooine with a dash of Coruscant, so agency BETC Paris and director Antoine Bardou-Jacquet already had plenty to work with. Chuck in a few overt few nods to 'Dune' and you have what MBS hopes is a science fiction blockbuster that attracts visitors from across the universe. OK, visitors from all four corners of the Earth will do for now, but we suspect the man wants extraterrestrial life to touch down before long. The protagonist, meanwhile—a mix of Daisy Ridley's Rey and Zendaya's Chani with lots of disposable income—talks like the kind of person you'd hate to sit next to on the plane home. "What did you get up to?" "I challenged the boundaries of my imagination." Time to stick the old headphones on, then.
Product Category: Tourist Boards
Territory: UK
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