Emirates is no stranger to bold advertising, but its latest commercial takes it up a notch.

The new advertisement features an Emirates cabin crew member in full uniform standing tall on the tip of the Burj Khalifa at 828 metres above ground level.

She joins only a handful of individuals who have had the privilege to stand at the pinnacle of the world’s tallest building – including Tom Cruise and the crown prince of Dubai, Hamdan bin Mohammed bin Rashid Al Maktoum.

The 30 second clip opens with a close up of the cabin crew holding up message boards in a nod to the famous scene in the 2003 hit Love Actually.

As the camera pans out, audiences soon find that the crew, with her iconic red Emirates hat and uniform, is actually standing at the very top of the Burj Khalifa by Emaar, giving audiences a panoramic view of the skyline.

“We always look to challenge the norm and push boundaries at Emirates.

“We do it every day through our innovative services, our best-in-class product and of course through our advertising.

“The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travellers and ensuring their safety,” said Tim Clark, president Emirates Airline.

The ad will be adapted for several markets across the Emirates network, incorporating relevant messages for different audiences.

The first TV campaign will run in the UK.