Saudi channels Dune in blockbuster ad

Launching across the UK, France, Italy, Germany, and the USA, "This Land is Calling" is anchored in insights from visitors to Saudi, showcasing the depth and breadth of a land still full of mystery for so many

In a world where we have seen it all, done it all, there is still one untouched land ready to be explored: Saudi Arabia.

Ever since Saudi started to open to the world, some explorers decided to embark on an unprecedented adventure.

In many ways, it was as if they had landed on a different planet.

Little by little, they discovered breathtaking landscapes, in a country as vast as a continent. 

They discovered a unique culture, a land of storytellers. They discovered and met exceptional people, curious and heartful, a new generation of women and men embracing changes in an unprecedented momentum.

To pay tribute to this momentum, to all those changes taking place in Saudi Arabia, BETC chose to portray a woman, who travels alone throughout the country, discovering the beauty of its landscapes, the strong cultural heritage, and the amazing hospitality of its people. I'm not so sure a woman was the best choice here, for many reasons.

She has been the first, but she will not be the last as, now, This Land is Calling.

“A few months ago, Saudi Tourism opened the door of its country and we decided to walk through it. Since then, it has been a profound journey. We discovered more than a destination, we discovered l’Arabie.” 

– Bertille Toledano, President of BETC Paris

The Saudi Tourism Authority and its new strategic agency BETC Paris reveal “Saudi Odyssey” their new compelling global campaign directed by acclaimed director Antoine Bardou-Jacquet (Partizan), with a special music score by renowned composer Guillaume Roussel.

Thanks to His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority and to Her Highness Princess Haifa Bint Mohammed Al Saud, Vice-Minister of Tourism, Ministry of Tourism, for their trust and enthusiasm.

Thanks to Fahd Hamidaddin, CEO and Member of the Board, Saudi Tourism Authority, for his great support during all this project. Selecting us as his trustful partners and guiding us into what has become one of our most ambitious productions, during more than 3 weeks of shooting in more than 7 locations across this immense country.

And thanks to Raad Alkhanbashi, Chief Marketing Officer, and Arcan Murshid, VP of Global Marketing Campaigns, and their wonderful team, Lama Alhanaki, Yazeed Almujalli, Rayan Akhonbay, Lulua Alrodhan and many more, for being such amazing partners and co-architects in this project, always in joy and goodwill.

CREDITS
Brand: Saudi Tourism Authority
Brand Managers: Fahd Hamidaddin, Raad Alkhanbashi, Arcan Murshid, Lama Alhanaki, Rayan Akhonbay, Lulua Alrodhan, Yazeed Almujalli
Ad Agency: BETC Havas
Agency Managers: Bertille Toledano, Guillaume Espinet, Baptiste Lerousseau, Vittorio Lucchini Gilera, Yasmine El Boury, Simon Leroy, Capucine Delort
Executive Creative Director: Alasdhair McGregor
Creative Director: Guillaume Rebbot
Art Directors: Caroline Grimprel, Landry Stark, David Lesage
Copywriter: Alexander Choat
Music Creative Directors: Adam Ghoubali, Sidney Guillen
Strategic Planners: Mattia Bellomo, Kylian Duguey
Creative Resource Coordinator: Helene Guillaume
TV Producers: Karim Naceur, Heloise Roussier, Jennifer Braux
Photographers: Julien Soulier, Caroline Grimprel
Art Buyers: Isabelle Mocq, Stephanie Giordano
Production Company: Partizan
Director: Antoine Bardou-Jacquet