What: International airline Emirates signs a deal with US star Jennifer Aniston to be its’ brand ambassador in a US$20m global TV and digital ad campaign.
Why it matters: The global digital and television campaign will begin in the United States and the UAE before being rolled out in November to other countries where Emirates has a big operational presence.
This marks the first time Emirates has collaborated with the international star in a global digital and TV campaign.
The Golden Globe and Emmy award-winning actress showcases her impeccable comedic timing in the global airline’s light-hearted TVC. The ad opens with Aniston looking frantically for the onboard shower and lounge but being mocked and ridiculed by the cabin crew. It turns out to be a nightmare as she wakes up to reality in her own Private Suite in the Emirates First Class cabin before getting acquainted with the airline’s iconic A380 Shower Spa and Onboard Lounge.
The TVC was directed by industry veteran and Oscar-nominee Bryan Buckley, acclaimed for his numerous Super Bowl ads. RKCR/Y&R London developed the concept while the script was a collaboration between the agency, Buckley and Emirates’ in-house advertising team.
The global digital and television campaign will begin in the United States and the UAE before being rolled out in November to other countries where Emirates has a big operational presence – including the UK, Germany, France, Italy, India and Australia.
Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing & Brand explained: “Jennifer Aniston’s appeal and effortless connection with a global audience makes her the perfect choice for our campaign. As one of the busiest women in Hollywood, Aniston, like many of our customers, enjoys downtime only when she is travelling. At Emirates, we ensure the experience is an exceptional one.
“In a departure from the usual airline industry ads, we chose to take a humorous approach to showcase the amazing products we offer on board. We couldn’t think of anyone better suited for the role than Jennifer Aniston and we wrote the script with her in mind. Her professionalism and comedic talent shone on the set and we are very pleased with the outcome,” he added.
Emirates has, to date, invested US$20 million in securing TV spots worldwide for this campaign, which will have a 30-second and longer 60-second version.
The brand has followed rival Etihad’s lead in signing a global celebrity as ambassador. Earlier this year Etihad launched a major TV campaign featuring Nicole Kidman enjoying the luxury private residence apartment on the airline’s A380 Jet.