The "Live it up like Momoa - Chief Island Officer" campaign for Yas Island Theme Parks leverages the star power of Jason Momoa to position Yas Island as a premier entertainment and leisure destination in the UAE. By casting Momoa as the charismatic and adventurous Chief Island Officer, the campaign communicates a brand proposition centered on offering guests bold, immersive, and memorable experiences across its various theme parks. The campaign’s promise is to help visitors "live it up" through unique and thrilling entertainment moments, embodying fun, excitement, and larger-than-life leisure.
Strategically, the campaign capitalizes on the insight that consumers seek not just destinations, but distinctive experiences shaped by engaging personalities. By replacing Kevin Hart with Jason Momoa, a figure known for his adventurous persona and wide appeal, the campaign refreshes its narrative with a blend of humor, thrill, and celebrity relatability. The creative angle uses Momoa’s genuine reactions—ranging from fear to playful cosplay—to humanize the experience and deepen emotional engagement, making the destination feel approachable yet extraordinary. Targeting leisure travelers and entertainment seekers, the campaign integrates lifestyle storytelling across multiple theme parks, showcasing the variety Yas Island offers. This multi-asset film initiative, supported by digital platforms like YouTube, aims to build ongoing anticipation and sustained interest under the hashtag #LiveItUpLikeMomoa, reinforcing Yas Island’s image as a dynamic and evolving entertainment hub.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Jason Momoa as Yas Island’s "Chief Island Officer," picking up from the previous celebrity (Kevin Hart) and featuring a series of humorous, larger-than-life escapades across the destination. The creative build relies not on a structured story arc with product-resolution but on the continued antics and persona-driven appeal of Momoa, depicted in various attraction scenarios. The narrative specifically highlights the use of a recognizable celebrity, whose presence and ongoing role reinforce brand identity and recall.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Dubai Parks and Resorts – Positioned as the Middle East’s largest integrated theme park destination, it combines multiple globally recognized brands like Motiongate, Bollywood Parks, and Legoland, appealing to families and thrill-seekers alike with diverse, immersive experiences under one roof.
2. IMG Worlds of Adventure – Marketed as the world’s largest indoor theme park, it offers a climate-controlled environment with popular franchises like Marvel and Cartoon Network, targeting year-round visitors seeking high-energy, immersive entertainment and adventure regardless of external weather conditions.
3. Ferrari World Abu Dhabi – Positioned as the world’s first Ferrari-branded theme park, it emphasizes speed, luxury, and adrenaline with record-breaking rides and automotive-themed attractions that attract thrill enthusiasts and car fans looking for exclusive, high-performance experiences.
4. Warner Bros. World Abu Dhabi – Differentiates itself by offering a highly immersive experience based on iconic Warner Bros. franchises such as Batman and Looney Tunes, targeting families and fans of pop culture through themed zones and interactive entertainment.
5. Atlantis The Palm – Positioned as a luxury resort destination with a focus on marine-themed leisure including Aquaventure Waterpark and The Lost Chambers Aquarium, appealing to affluent families and tourists seeking upscale, combined resort and water park experiences in Dubai.
Q: What is Live it up like Momoa - Chief Island Officer about?
A: Live it up like Momoa - Chief Island Officer is a 2023 film campaign created by Momentum for Yas Island Theme Parks in the United Arab Emirates. It features Jason Momoa as the new Chief Island Officer, succeeding Kevin Hart, and invites audiences to #LiveItUpLikeMomoa by showcasing his adventurous and humorous experiences across Yas Island’s key attractions. The campaign highlights Momoa’s genuine reactions at Ferrari World, Yas Waterworld, Yas Marina Circuit, and Warner Bros World, positioning Yas Island as a premier entertainment destination with bold, immersive, and memorable leisure experiences.
Q: What creative device does Live it up like Momoa - Chief Island Officer use?
A: Live it up like Momoa - Chief Island Officer employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES from Clapboard’s 12-format taxonomy, which uses a recurring personality for brand recall. The campaign centers on Jason Momoa’s charismatic and adventurous persona, leveraging his ongoing role as Chief Island Officer to build a narrative through his playful and larger-than-life escapades. This approach relies on the celebrity’s authentic reactions and personality-driven appeal rather than a traditional story arc, reinforcing Yas Island’s brand identity and enhancing audience engagement.
Q: What is the campaign proposition for Live it up like Momoa - Chief Island Officer?
A: The campaign proposition for Live it up like Momoa - Chief Island Officer positions Yas Island Theme Parks as a premier entertainment and leisure destination offering bold, immersive, and memorable experiences. By casting Jason Momoa as the adventurous Chief Island Officer, the brand targets leisure travelers and entertainment seekers who desire distinctive, personality-driven experiences. The campaign emphasizes fun, excitement, and larger-than-life moments, using Momoa’s humor and genuine reactions to humanize the destination and make it feel both approachable and extraordinary within the competitive travel and leisure market.
Q: How does Live it up like Momoa - Chief Island Officer rank in Clapboard's archive?
A: Live it up like Momoa - Chief Island Officer has a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in leveraging celebrity appeal and storytelling to position Yas Island as a dynamic entertainment hub.
Q: Who are the competitors in Yas Island Theme Parks' category?
A: Yas Island Theme Parks competes with several major entertainment destinations in the UAE and the Middle East. Dubai Parks and Resorts is positioned as the largest integrated theme park destination in the region, combining globally recognized brands like Motiongate and Legoland to appeal to families and thrill-seekers. IMG Worlds of Adventure offers the world’s largest indoor theme park with climate-controlled, high-energy experiences featuring Marvel and Cartoon Network franchises. Ferrari World Abu Dhabi emphasizes speed, luxury, and adrenaline with its automotive-themed attractions. Warner Bros. World Abu Dhabi provides immersive experiences based on iconic franchises such as Batman, targeting families and pop culture fans. Atlantis The Palm focuses on luxury resort and marine-themed leisure, catering to affluent tourists seeking upscale combined resort and water park experiences.
.webp)
