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In a city where stopovers are often as glamorous as the destinations, Emarat just gave gas stations a sky-high makeover. With their latest campaign spotted across Dubai’s busiest highways, the oil giant isn’t just advertising fuel—it’s pitching possibility. Whether you’re filling up on your way to the office or plotting your next getaway, the message is clear: your next flight could start at the pump.

Billed under the catchy slogan "Fuel and Fly," this latest visual launch provides more than a pit stop proposition. After their last campaign promoting intelligent fueling and high-end station experiences, Emarat returns to billboards—and this time, they're making motorists look up.

The creatives are bold, clean, and sky-leaning. With a plane soaring above a pump station, the ad taps into Dubai’s global, go-getter spirit. The color palette is a blend of Emarat’s signature greens and aviation blues, designed to evoke both trust and aspiration. The text reads “Convert your EmCoins to Skyward Miles and go the distance”, in partnership with Emirates Skywards and Emcan. The merging of Emirates Airlines’ Skywards and the promotion of earning miles on daily fuel fills brings to life a practical dream: daily filling that takes you further, quite literally. It's luxury and usefulness in one, in crisp, straightforward copy and concise images that get across during the commute.

Geographically, the campaign dominates key highway arteries—Sheikh Zayed Road and surrounding prime locations—where visibility is high and traffic dwell time guarantees exposure. The dual-sided display placements and digital screens elevate its presence, making the message hard to miss whether you’re en route to work or heading for the weekend. It’s clever targeting: commuters are dreamers, and Emarat’s making sure their brand is tied to both movement and reward.

Emarat’s campaign landed on Dubai’s digital screens in the first week of May.