Emirates has announced that it will launch its latest advertising campaign and brand collaboration in mid-summer 2023, featuring Academy Award-winning actor and philanthropist Penelope Cruz.
The celebrity is already a fan of the Emirates brand and a frequent flyer on multiple visits to Dubai. In an exclusive behind-the-scenes footage filmed on board Emirates’ iconic A380 aircraft, Cruz revealed her passion for Emirates and her positive association with the brand, saying she is delighted to be working with Emirates after many years with the airline , in some ways the most special trip of her life.
The new TV commercial will air globally in English and Penelope’s native Spanish, starting in June. With the thought-provoking theme ‘travel is not just about the final destination; it’s also about how you get there’, the short ad shows Cruz tasting all the exclusive luxuries Emirates first and business class customers experience when they fly better , from specially crafted drinks in the A380 in-flight lounge, to a relaxing shower above the clouds, to cheering on a live TV football match, to a generous helping of luxury caviar. Elsewhere, she loves the spacious seats in Emirates’ new Premium Economy Class.
She interacts with Emirates cabin crew in multiple languages and enjoys a wide range of movies and content on Emirates’ award-winning ice inflight entertainment system, which can be viewed on the largest 32-inch Full HD LCD screen in the aviation industry.
Cruz also shoots with personal temperature control in her private first-class suite, uses custom-made binoculars to take in the sky-high views, and settles in for an afternoon nap in her lie-flat bed in Emirates hydra-active hydrating pajamas, surrounded by a series of Luxurious amenities – ensuring her trip is amazing from the start.
Each new TV spot is directed and produced by two-time Oscar-winning Hollywood director Robert Stromberg, who has won 21 awards in film, television and commercials during his illustrious career and 30 award nominations. Stromberg worked closely with the Emirates brand team to ensure the TV spot conveyed the thoughtful luxury of the Fly Better experience while retaining Cruz’s cheeky sense of humor. Respected production company Ridley Scott Associates also supported the TV series and Framestore, an award-winning special effects creative studio.
Richard Billington, Emirates Senior Vice President, Brand and Advertising, commented; “Emirates is all about flying well and the journey to your destination is as important as the destination itself. We care about every detail of the Emirates experience and want a A brand ambassador who reflects the Emirates brand – it needs to be someone who is elegant, stylish and has a modern global appeal. Penelope is the perfect fit.
Following in the footsteps of other globally successful campaigns including Burj Girl, Jennifer Aniston onboard Emirates and Gerry the Goose, Penelope Cruz will partner in a campaign that airs globally on TV news channels, on Emirates’ own digital channels, and will Announcing more joint events. – trade arab news agency