David Hasselhoff returns to lifeguard duty in Aquaventure World's ‘Where Legendary Lives’ relaunch campaign from M&C Saatchi UAE.
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.
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.”
More to follow from this campaign soon.
See more work by M&C Saatchi Group here.