Team Chris vs. Team Elsa.
A TikTok debate built on Chris Hemsworth and Elsa Pataky: adventure or culture in Abu Dhabi? Creators picked a side and asked their followers to choose.
- Brand
- Experience Abu Dhabi
- Agency
- Memac Ogilvy
- Market
- UAE
- Region
- GCC
The challenge
Experience Abu Dhabi signed Chris Hemsworth and Elsa Pataky in November 2024 to a two-year deal 'to feature in advertisements and campaigns promoting tourism to the city to a global audience' (Campaign Middle East). TikTok says the entry 'converted entertainment into measurable performance'.
The idea
The campaign 'leveraged the globally recognisable personalities of Chris Hemsworth and Elsa Pataky to showcase Abu Dhabi's diverse attractions' and 'encouraged duets, comments and trend participation' (TikTok). The case film shows a 'Team Chris – Adventure' versus 'Team Elsa – Culture' scoreboard and paid creator posts in English, German and Arabic asking viewers to pick between pairs such as racing at Yas Marina Circuit and exploring the Louvre Abu Dhabi. It was entered as 'Team Chris vs. Team Elsa: The Travel Debate That Broke TikTok'.
Case study source: The Brand Berries Source ↗
Awards
- TikTok Ad Awards METAP 2025Goal DiggerGold
Credits
- Client
- Department of Culture and Tourism – Abu Dhabi
