Dubai's unlikeliest hope in an ad campaign: Mixing public transport and obesity

Mix two habits Dubai residents are almost never known to do -- use public transport and lose weight -- and what do you get? Well, obviously, an ad for using public transport in Dubai as a way to lose weight, right? Surely that was a no-brainer when this campaign for the Road and Transport Authority of Dubai was conceived.

Playing off the popularity of "The Biggest Loser" show, which is broadcast worldwide and well watched in UAE as well, the campaign uses before and after images of people using public transport, with the tagline "I'm the Biggest Mover."

UAE as a nation is among the most obese in the world. According to data from World Health Organization, about 67% of Emirati men and 72% of Emirati women are overweight. It is also a nation in a region not known for public transport, but Dubai has been pumping billions into building a public transport infrastructure, with low public usage so far: numbers released last month said that passenger use on the Metro train network is at less than 30 percent of the total capacity.

Giving the campaign credit, though: at least it is trying to push the right buttons --using humor and hyperbole -- for a noble cause. But that's assuming anyone cares.

Before Dubai Mall Station
After Dubai Marina Station
Using the public transport regularly gives you a 20-min physical activity, and that's all you need to stay in shape for the rest of your life.
Switch to a healthier lifestyle and become the biggest mover.

Before Al Nakheel Station
After Oum Ramoul Station
Using the public transport regularly gives you a 20-min physical activity, and that's all you need to stay in shape for the rest of your life.
Switch to a healthier lifestyle and become the biggest mover.

Advertising Agency: Livingroom, UAE
Creative Director: Mansoor Bhatti
Art Directors: Cynthia Wong, Toby Gomez
Senior Copywriter: Umer Razzak
Senior Art Director: Nisreen Shahin/blockquote>