#LiveItUpLikeMomoa
Jason Momoa took over from Kevin Hart as Yas Island's Chief Island Officer, arriving in a launch film that had him paddling from Hollywood to Abu Dhabi, then working through the island's attractions on social. One spot put him at Ferrari World coaching children on riding rollercoasters while being visibly afraid of them himself.
- The brief
- Families and thrill-seekers deciding where to holiday, for Abu Dhabi's theme-park island.
- The idea
- Jason Momoa replaced Kevin Hart as Chief Island Officer, paddling from Hollywood in a launch film, then coaching children at Ferrari World on rollercoasters he is plainly scared of.
- What to borrow
- Letting a tough-guy star show fear makes the attractions look thrilling and the star more likeable.
| Brand | Yas Island Abu Dhabi |
|---|---|
| Agency | Not named on the source |
| Talent | Jason Momoa |
| Channels | digital, social |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Yas Island | Jason Momoa, Chief Island Officer (#LiveItUpLikeMomoa)Ad film · 11 May 2023 | Ad film | – | 11 May 2023 |
| Yas Island | Stayin' On Yas and Toy TalksDigital/social · 24 Aug 2021 | Digital/social | – | 24 Aug 2021 |
What other media & entertainment brands ran
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|---|---|---|---|---|
| Ski Dubai | Ice Warrior Challenge 2026 (17th edition)Experiential · 8 Sep 2026 | Experiential | – | 8 Sep 2026 |
| Yas Island | Kryptonite Collider cinema takeoverExperiential · 1 Sep 2026 | Experiential | Momentum Worldwide | 1 Sep 2026 |
| Channel 4 FM | Junior RJ Hunt – The Voice of TomorrowExperiential · 1 Sep 2026 | Experiential | – | 1 Sep 2026 |
| VOX Cinemas | Filmy FeverIntegrated campaign · 17 Aug 2026 | Integrated campaign | – | 17 Aug 2026 |
| Gulf News | UAE Summer Road Safety Campaign 2026Purpose · 22 Jul 2026 | Purpose | – | 22 Jul 2026 |
| Yas Island | The Answer is YasIntegrated campaign · 20 Jun 2026 | Integrated campaign | – | 20 Jun 2026 |
| beIN Sports | TOD x talabat FIFA World Cup 2026 subscription offerIntegrated campaign · 19 Jun 2026 | Integrated campaign | – | 19 Jun 2026 |
| Global Village | Eid Al Adha at Global VillageFestive · 18 May 2026 | Festive | – | 18 May 2026 |
