Downtown Dubai’s Centre of Now TV spot goes viral in social media

It’s been four days and the YouTube video of Downtown Dubai‘s ‘Centre of Now’ video is already close to touching a million hits, crossing 960,000 views as of this writing.

We at are not particularly fascinated by ads that interrupt our viewing experience on YouTube – but this one is an exception.

The photography, the ambience, the background score and the Burj left us no choice but to watch it – and watch it again. And share the magic with you.

Downtown Dubai’s Centre of Now Viral Video in Social Media

Billed as the most prestigious square kilometre of real estate in the world; Downtown Dubai is home to Burj Khalifa, the world’s tallest building, The Dubai Fountain and The Dubai Mall. A flagship project of Emaar, Downtown Dubai, is best described as the new heart of the city and ‘The Centre of Now’.

A quick look at the comments tell us that the music and the vocals are really getting people’s attention.

Downtown Dubai - The Centre Of Now - TV Video Spot Viral Social Media Dubai

As part of the campaign, Downtown Dubai arranged a special session of the Dancing Fountains to sway the tune of the TV commercial, two days after the YouTube upload.

Of course, there can be no video on YouTube that gets its share of trolls, haters and dislikers – but that does not reflect on the craftsmanship of this video and the effort that has gone in to make it happen.

If you’ve been following this blog – you know that we have a weakness for creative campaigns that reflect the UAE’s spirit – this one truly does.

Here are a few scenes in the video that we really liked:

Downtown Dubai The Centre Of Now Viral Video Aquarium

Downtown Dubai The Centre Of Now Viral Video At The Top

Downtown Dubai The Centre Of Now Viral Video Emaar Social Media UAE

What do you like about this campaign? Have you worked on it?

We’d love to read your comments…

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About Farrukh Naeem at

Farrukh Naeem is the Managing Editor of Connect with him on Twitter, Facebook and Google+. His blog is at


  1. Hi, great blog. Have ou been able to find out who the singer is? I read somewhere its Barbara Szymanska. Wanted to confirm with u

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