David Hasselhoff returns to lifeguard duty in brand’s ‘Where Legendary Lives’ relaunch campaign.
The world’s most legendary lifeguard is finally back in the water, rolling back the years as the newly leaked face of Aquaventure World Dubai’s latest brand campaign. Almost 25 years on from hanging up the famous red jacket as Baywatch’s iconic Head Lifeguard, Mitch Buchanan – Hasselhoff has been spotted all over the world’s largest waterpark in a series of leaked content pieces, from marshalling Aquaventure’s most famous rides, caught in the canteen queue or dry cleaners – and running some relatively unorthodox lifeguard drills along Atlantis beach.
Commenting on the partnership, Karim Bidri, Marketing Director at Atlantis Dubai said: At Aquaventure World, we’re all about legendary experiences that leave you wanting to return for more. As we’ve grown and evolved over the years, we knew it was time to shake things up with an epic campaign that screams fun. We wanted this campaign to transcend generations, so, we upped the nostalgia by bringing in ‘The Hoff’ himself. Because let’s face it, who doesn’t love a 90’s icon? Aquaventure’s already buzzing with over 300 lifeguards, and now, you’ve got The Hoff in the mix leading the charge. All the standard daily tasks, from the morning briefings, to slide testing, his Hollywood vibe lit up the place. You’ve got to see it to believe it…and luckily, we’ve got some footage”
Speaking of the collaboration M&C Saatchi Creative Directors, Tom Norton & Bilel Labjaoui said: “Like millions of others, we grew up watching David Hasselhoff on screen, and in that sea, beach and water-based world- there’s undeniably no-one more iconic. So, he really was the only face we wanted to introduce this Aquaventure World relaunch and exciting new wave of creative approach”.
M&C Saatchi GCC CEO Scott Feasey adds: “It’s important to note that we didn’t just choose a celebrity for the sake of it, or just because we could. With David Hasselhoff we have a household name who was strategically considered and deliberately chosen, instantly serving as both the most natural fit for Aquaventure World as a brand and for our newly created ‘Where Legendary Lives’ campaign. The Hasselhoff content currently sweeping its way through social media, is only the initial part of a much larger campaign from M&C Saatchi and Aquaventure World that emphatically reintroduces the brand– doubling down on its scale, status and record-breaking experiences with a new hero film starring some of the world’s biggest adrenaline junkies and content creators (and of course, a dutiful head lifeguard cameo from Hasselhoff himself), as well as a completely refreshed approach across photography, messaging, radio and activations – all being unveiled in the coming days and weeks.
“Sometimes a tagline/campaign just perfectly falls into place,” adds Bidri. “Unapologetically bold and undeniably true, ‘Where Legendary Lives’ embodies the adventurous and free spirit we all share and that comes to life at Aquaventure World.”
About M&C Saatchi:
M&C Saatchi is the world’s largest independent, Integrated, creative solutions agency, renowned for its innovative approach and impactful campaigns. With a global footprint, the agency operates across key markets, including a significant presence in the Middle East. Their offices in Dubai, Riyadh, Lebanon, and Qatar serve as hubs for their dynamic and creative efforts in the region.
M&C Saatchi’s impressive client list includes some of the most prominent and influential brands. Among them are Dubai Holdings, Burger King, Emirates, Puma, and Aldar.
M&C Saatchi’s commitment to understanding local markets and cultures allows them to create resonant and effective campaigns. Their work not only elevates brands but also contributes to the vibrant and evolving media landscape of the region. As they continue to expand and innovate, M&C Saatchi remains at the forefront of setting new benchmarks for creativity and effectiveness.
About Aquaventure:
Aquaventure World is a fully-fledged aquatic theme park that offers guests a chance to dive into an array of legendary adventures. Following an expansion in March 2021, the Middle East’s number one waterpark is now even bigger, a third bigger making Atlantis, The Palm’s waterpark one of the largest in the world. With the addition of the brand-new Trident Tower, Splashers Lagoon and Splashers Cove, Aquaventure is now home to over 28 additional rides and attractions, bringing the total number to over 105 slides, rides and attractions across the 22.5-hectare park. With several record-breaking slides and firsts in the region, thrill-seekers can enjoy Odyssey of Terror; the world’s tallest waterslide with a Double TornadoWAVE®, Shockwave; the longest family rafting water coaster in the world, Medusa’s Lair; the first duelling PIPElineBLAST® Water Coaster slide in the region and Immortal Falls; the first Cliff jumping in the region. Guests can also enjoy 1km of private beach, motorised and non-motorised watersports and 26 marine experiences including Dolphin Bay, Sea Lion point and the shark lagoon. Atlantis Aquaventure also comprises one of the largest open-air marine habitats in the world, with more than 65,000 marine animals in lagoons and displays including The Lost Chambers Aquarium, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Voted the number one waterpark in Dubai and the Middle East and the second best in the world by TripAdvisor, it is a leader in aquatic theme parks.
