By Chris Newbould

Skydive Dubai, in association with energy brand Go Fast, claims to have created the world’s most expensive billboard in Downtown Dubai.

The billboard features a man with a jetpack flying around the billboard in a seconds-long promotion – seconds that even by advertising standards surely line up amongst the most pointless to date.

The jetpack rider is initially hidden within the billboard, then emerges and flies around it for approximately 20-30 seconds, before landing back on the billboard. The makers claim that one month of continuous advertising would run up a cost of US$1.3Bn, which rather begs the question of what else the company could do with $1.3Bn. Thoughts such as ‘retire and stop doing very expensive billboards’ spring to mind. More info