The UAE Brought a Flying Taxi to the UK -- Here’s Why
London commuters shuffling through Charing Cross Station, on a particularly grey and chilly October morning, were confronted by an unfamiliar feeling. Excitement? … Optimism about the future? In a scene straight out of 'Blade Runner' or 'The Fifth Element', a handsome yellow taxi could be seen soaring above the ranks of iconic black cabs filed outside the station. The spectacle came courtesy of the United Arab Emirates, who were in the UK capital to make the case for the UAE as a destination for investment, business and tourism. A land of blue skies and big ideas. A land where the impossible is very much possible.
'Bring Your Impossible; is a global campaign championing the UAE, and this installation in London has been created to get people excited about the very real promise that the UAE will be home to a fleet of flying taxis by 2026. Yes, you read that right. Created by Impact BBDO, the gleaming yellow life-size model drew admiration from commuters and cabbies alike -- small wonder, after weeks of gloomy headlines from the UK government about the state of the UK’s finances and the onset of Autumn.
The wider campaign includes a hero film featuring Idris Elba and a mass OOH effort targeting global cities like London, Geneva, NYC, Zurich, Munich, and Paris. The creative has been designed to reflect the UAE’s own seemingly impossible story: the country was founded in 1971 and just over 50 years later has become a high tech hub for business, innovation and leisure in the Middle East.
Khaled AlShehhi, executive director of marketing and communication at the UAE Government Media Office, was in London to see his not-so-impossible flying taxi come to life and hear the buzz from commuters himself – LBB’s Olivia Atkins and Laura Swinton caught up with him to find out more about this ambitious marketing campaign.
LBB> What was the core creative vision behind the ‘Bring Your Impossible’ theme and how did you ensure it resonated with both local and global audiences?
Khaled> The core creative vision behind ‘Bring Your Impossible’ was to present the UAE as a place where the extraordinary becomes possible. This reflects the UAE’s DNA – built on a proven track record of turning ambitious projects into reality. The campaign invites innovators, entrepreneurs, and dreamers worldwide to push past limitations and see the UAE as the place where bold ideas take shape.
The message, "A place where we were told it’s impossible until we made it possible," resonated with those who have faced challenges and skepticism, connecting universally with people striving to break barriers, whether they’re in London, New York, or anywhere else. By positioning the UAE as a nation that understands and supports ambitious visions, we ensured the message struck a chord with both local and global audiences.
What made the campaign powerful was its inclusivity. It wasn’t just about ambition; it was about welcoming people from all over the world to bring their "impossible" to the UAE and make it a reality. By tapping into universal themes of resilience and opportunity, the campaign transcended cultural differences and created a compelling narrative that connected deeply with individuals globally, whether they were entrepreneurs, visionaries, or everyday dreamers.
LBB> How did you balance showcasing the UAE’s futuristic landscape and creating a relatable, aspirational narrative for international entrepreneurs and innovators?
Khaled> We showcased the UAE’s futuristic landscape as a symbol of what’s possible, but the heart of the campaign lay in the human story. The TVC’s visual metaphor was crafted to reflect the universal challenges of ambition and perseverance, while subtly revealing the UAE’s cutting-edge environment in the final moments to inspire without overwhelming.
The futuristic imagery across our OOH was strategically paired with localized, relatable messaging, ensuring that whether you were in London or New York, the UAE’s future was seen as an attainable reality rather than a distant dream. This balance allowed us to speak both to the aspirations of entrepreneurs and innovators while grounding the message in something they could relate to: overcoming barriers, seizing opportunity, and realizing their impossible.
At its core, the campaign didn't just show a futuristic skyline; it positioned the UAE as a place where bold ideas can thrive today, making it aspirational yet achievable. This connection to both the heart and mind made it resonate deeply with our audience of international dreamers and doers.
LBB> What led to the decision to cast Idris Elba as the face of the campaign, and how does his personal story align with the campaign’s message of overcoming the impossible?
Khaled> We chose Idris Elba as the face of the campaign because his journey reflects the resilience and determination that define the UAE’s own story. From his modest beginnings to becoming a global icon, Idris has continually pushed boundaries and defied expectations – much like the UAE has in its rapid rise on the world stage. His personal narrative of overcoming challenges and embracing new opportunities aligns perfectly with the campaign’s message: that the UAE is a place where ambition is supported, and big dreams become achievable. Idris’s authenticity and drive made him the ideal ambassador to inspire global audiences to envision the UAE as the place where they, too, can bring their boldest ideas to life.
LBB> How did you decide on the various city-specific out-of-home (OOH) ads, and how did you adapt the messaging to reflect the unique concerns and aspirations of those cities?
Khaled> For the 'Bring Your Impossible' campaign, our OOH strategy was all about context and relevance. Across more than 750 prime locations in cities like London, Geneva, NYC, Zurich, Munich, and during the Paris Olympics, we didn’t just place ads; we sparked conversations. Each location had a message designed to connect with local concerns and aspirations.
From “While you’re waiting for a cab, we’re launching flying taxis,” in London, to “Here, our doors are always open” in cities where safety is key, every headline was crafted to resonate. “31 million annual visitors. Clearly, we must be doing something right,” reminded viewers of the UAE’s success, while playful lines like “If we listed every reason to move to the Emirates, you’d miss your flight reading them all,” caught attention at NYC’s airport. And in cities where safety is often questioned, “We have no wrong parts of town” turned a sensitive issue into a bold promise of security and comfort.
Each headline wasn’t just about grabbing attention; it was about leaving an impression. When a message lands perfectly within its surroundings, it becomes more than just an ad -- it becomes a part of the city. That’s the challenge: creating something that feels like it belongs, where every word, placement, and context connects with the audience.
LBB> So what inspired you to bring the installation of the flying taxi to Charing Cross?
Khaled> The flying taxi installation at Charing Cross Station, was a perfect example of bringing our message down to street level placed right next to London’s iconic black cabs, wasn’t just a striking contrast – it was a bold statement about where the future of transportation is heading. In a city that blends tradition and innovation, this installation symbolized the meeting of the present and future. While the black cabs represented London’s long-standing history, the flying taxi was a glimpse into the UAE’s vision of what’s next.
By choosing a location as globally recognized and high-traffic as London’s Charing Cross, we positioned this installation to reach not just Londoners but a worldwide audience. With millions of commuters and tourists passing through daily, it was a powerful moment of pause – where people were encouraged to reflect on how quickly the impossible becomes reality. The juxtaposition was designed to make people stop, think, and question: Is this really happening?
The answer? Yes – and it’s happening in the UAE by 2026. The flying taxi isn’t just a concept but part of a larger vision for the UAE to lead in future mobility with the world’s first citywide air taxi network. The installation was more than a display; it was an invitation to the world to imagine the possibilities and to understand that the UAE is where the future is being built. The message was clear: Bring your impossible to the UAE, where bold ideas are welcomed and made real.
LBB> What role did context play in the execution of the campaign's key placements, such as the ads during the City vs. United match, and how did you ensure the messaging felt timely and relevant?
Khaled> Context was key in the execution of our ads during the Manchester City vs. Manchester United match. The headlines, like “The Emirates 1-0 Impossible,” “The Emirates 1-0 Intolerance,” and “The Emirates 1-0 Bureaucracy,” were strategically designed to align with the competitive mindset of sports fans, resonating with the high-stakes energy of the game. The UAE’s message of triumph in areas that truly matter mirrored the passion of the match itself. While the game needed penalties to declare a winner, the UAE was scoring victories where it matters most; reminding viewers that the Emirates consistently pushes past barriers that others struggle to overcome. This created a deeper connection with the sports audience, making the message feel both timely and relevant.
LBB> What were the biggest creative or production challenges you encountered while developing this campaign, and how did you overcome them to maintain a consistent, high-quality narrative across all mediums?
Khaled> One of the biggest challenges emerged post-production when part of the film's treatment required changes. We had to find creative solutions to adapt, ensuring the core message remained intact and impactful. It wasn’t an easy exercise, but the ability to pivot while maintaining the integrity of the narrative was crucial.
We also faced the challenge of ensuring the campaign resonated across different cultures and locations. While some cities embraced bold, provocative headlines, forward-thinking messages, others called for a subtler, locally-tailored approach, with messaging adjusted to reflect cultural nuances and local context. In certain instances, we had to recalibrate the tone and angle while maintaining the overall campaign's intent. This process revealed how important it is to be culturally attuned when executing a global campaign – it’s not one-size-fits-all.
When you have the right platform that genuinely reflects your brand or nation, maintaining a consistent, high-quality narrative becomes more manageable. ‘Bring Your Impossible’ was a platform that embodied the UAE’s core values and ambitions, allowing us to convey a powerful message across every medium – whether through a TVC, OOH, or digital ad. The challenge for some marketers is using platforms that don’t align with their brand, which can dilute the narrative. Having a platform that fits and speaks for itself makes consistency far easier to achieve.
Finally, success hinges not only on strong leadership but also on having an exceptional team. Leaders who empower you to think boldly and make quick decisions are invaluable, especially when navigating tight timelines and high-stakes campaigns. I'm fortunate to have a team that shares this vision, constantly pushing boundaries and delivering extraordinary results.
Equally important is partnering with the right collaborators, like Impact BBDO, whose creativity and dedication were crucial in bringing this campaign to life, and OMD, whose strategic media expertise ensured that our messages reached the right audiences in the most impactful placements. I’m incredibly proud of this project and the talent behind it, both within my team and across the UAE. The UAE’s recent 8th place in the Lions Creative Ranking is a testament to the innovative and groundbreaking work emerging from this region, and I’m honoured to be part of this journey.
