The Road and Transport Authority Dubai ad campaign is clearly inspired by the hit reality TV show, 'The Biggest Loser.' This is not only made apparent by way of the before and after images of its models, but also by the t-shirts that read, "I'm the Biggest Mover." It essentially uses familiarity as well as the desire to lose weight as attention-grabbing subject matter even though it promotes the use of public transportation.
Created by United Arab Emirates-based ad agency Livingroom, the Road and Transport Authority Dubai campaign illustrates that "using public transport regularly gives you 20-min physical activity, and that's all you need to stay in shape for the rest of your life." It was creative directed by Mansoor Bhatti.