Sylvester Stallone BTS of SouthMED Ad

American action legend Sylvestor Stallone takes centre stages in these behind-the-scenes snaps from his second campaign for SouthMED, Talaat Moustafa Group’s (TMG) North Coast enclave. Joined by Mohamed El Saadi, co-founder of advertising giant MediaHub, football icon Thierry Henry, and director Ali Ali - who also worked with Stallone on his first ad for SouthMED - the shoot spotlights the project’s sprawling 11km Mediterranean shoreline and yacht-friendly marinas.

SouthMED is TMG’s flagship coastal development, sprawling over 23 million square metres in El Dabaa along Egypt’s North Coast. The development is positioning itself as a global destination on the southern Mediterranean, offering a blend of luxury living and leisure experiences - just the kind of place Rambo would settle down in.