As of mid-summer 2023, Emirates’ latest ad campaign and brand collaboration will feature Penelope Cruz.
The actress and philanthropist is a frequent Emirates flyer and has visited Dubai multiple times. In behind-the-scenes footage shot onboard a signature Emirates A380 aircraft, Cruz disclosed her passion for Emirates and her excitement about the partnership after years of travelling with the airline.
The new TV spots will air globally in June 2023, in both English and Spanish (Cruz’s native tongue). The short ads show Cruz sampling all the luxuries that Emirates First and Business Class customers experience as they Fly Better, from a beverage in the A380 Onboard Lounge, to a shower above the clouds, cheering for a football game shown on live TV, to relishing helpings of caviar. In other spots, she enjoys the seats in Emirates’ new Premium Economy Class.
She interacts with Emirates Cabin Crew in multiple languages and enjoys a variety of movies and content on Emirates’ inflight entertainment system, viewed on a 32-inch full HD LCD screen. Cruz is also filmed using the personal temperature controls in her private First Class Suite, using binoculars to enjoy the views, and wearing the Emirates hydra-active moisturising pyjamas to settle in her lie-flat bed, surrounded by amenities.
Richard Billington, Emirates’ Senior Vice President of Brand and Advertising, commented, ‘Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal. Penelope was the perfect fit.’
Each of the new TV spots were directed and brought to life by director Robert Stromberg. Stromberg worked closely with the Emirates brand team to ensure the TV spots conveyed the Fly Better experience, while retaining a note of Cruz’s sense of humour. Production house Ridley Scott Associates and a creative studio for special effects Framestore also supported the series of TV spots.
Following in the footsteps of other ads such as Burj Girl, Jennifer Aniston onboard Emirates, and Gerry the Goose, Penelope Cruz will partner in the ad series to be aired globally on TV news channels, featured on Emirates’ own digital channels, with more joint activities to be announced over the coming year.