Advertisers are looking to the desert to get their message across.
A new ad campaign by a restaurant chain is aimed at getting customers to “wake up and smell the desert”.
It shows a group of people relaxing in the sun on a beach in the Sahara desert, which the restaurant is using as its backdrop for its advertising.
“What we’re trying to do is give the customers the chance to be in the desert and experience this, and get a little bit of a wake-up call and say to themselves ‘I know I’ve never been in the sand’,” restaurant chain restaurant ad campaign manager Mark Johnson said.
“So that’s the whole idea.
That’s the beauty of it.
It’s like an adventure.”
The restaurant chain says the ad is “not a political message”.
“The desert is the place to be,” Mr Johnson said, adding the ad had already been viewed by more than 10 million people in a day.
“There’s a lot of things that people want to do in the ocean and that’s what we’re doing with the desert.”
The ad campaign has been shared on social media, with many praising the efforts.
“I have to say this ad is pretty brilliant,” said one Facebook user.
It has a beautiful sunset in the background.
And it’s an opportunity for us to tell our brand story and show what we can do with the resources that we have in the region.”
Mr Johnson said the campaign was not intended to offend.
“This is a marketing campaign, and we have no intention of offending anyone,” he said.