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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.

12ac39cd31dc935605857e28a6c6037a968fcdf3International airline Emirates has signed a deal with US star Jennifer Aniston to be its’ brand ambassador in a US$20m global TV and digital ad campaign.

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 TVC can be viewed on the Emirates website or on the Emirates YouTube channel.

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.

What: The Colombian singer will be the image of Activia, the main yoghurt brand of the French firm.
Why it matters: This is Activia’s first ever global integrated campaign to be launched in 55 countries.

shakiraActivia, Danone’s main yogurt brand, is launching a First Ever Global integrated Campaign ‘Dare To Feel Good’ Featuring the Colombian singer Shakira.The company is aiming to boost sales through this campaign, which kicked off last Sunday in 55 countries globally.

The campaign will run on digital, print and outdoor media, in addition to TV commercials, which were adapted to the legal frameworks that govern every nation where Shakira’s single ´Dare´ is rolling out.

The spot was created by Vinzius Young & Rubicam Barcelona along with a renew production team including the photographer and director Jaume de Laiguana, Oscar winner art director, Eugenio Caballero, and the award-winning Javier Aguirresarobe. Filmed in Barcelona, the ad shows the Colombian singer in a fantasy forest where she is showered with swirls of gold stardust and is dancing to express how good she feels inside.

“For the first time we are resorting to a global celebrity, so we hope to have a global impact,” said Santiago Mier, head of marketing for Danone Dairy.

“It is also different the way we communicate with people in a more modern and updated way.”

The Activia 360-degree campaign is supported by television, graphic and digital media, outdoor advertising, retail and public relations, as well as a brand new global URL: www.activia.com, that will integrate exclusive content including behind the scenes footage of the ad shoot.

Activia’s previous spot featured actress Jamie Lee Curtis talking openly about digestive health. While Shakira will not speak specifically on this subject, she will exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer.

Activia achieved global sales of about 2,5 million euros in 2013 (US $3,5 million), quite similar to previous year’s sales.

http://youtu.be/0aJvt80AU-8

Behind the scenes:

http://youtu.be/KpHHU6ER5BM

What: The Colombian singer will be the image of Activia, the main yoghurt brand of the French firm.
Why it matters: This is Activia’s first ever global integrated campaign to be launched in 55 countries.

shakiraActivia, Danone’s main yogurt brand, is launching a First Ever Global integrated Campaign ‘Dare To Feel Good’ Featuring the Colombian singer Shakira.The company is aiming to boost sales through this campaign, which kicked off last Sunday in 55 countries globally.

The campaign will run on digital, print and outdoor media, in addition to TV commercials, which were adapted to the legal frameworks that govern every nation where Shakira’s single ´Dare´ is rolling out.

The spot was created by Vinzius Young & Rubicam Barcelona along with a renew production team including the photographer and director Jaume de Laiguana, Oscar winner art director, Eugenio Caballero, and the award-winning Javier Aguirresarobe. Filmed in Barcelona, the ad shows the Colombian singer in a fantasy forest where she is showered with swirls of gold stardust and is dancing to express how good she feels inside.

“For the first time we are resorting to a global celebrity, so we hope to have a global impact,” said Santiago Mier, head of marketing for Danone Dairy.

“It is also different the way we communicate with people in a more modern and updated way.”

The Activia 360-degree campaign is supported by television, graphic and digital media, outdoor advertising, retail and public relations, as well as a brand new global URL: www.activia.com, that will integrate exclusive content including behind the scenes footage of the ad shoot.

Activia’s previous spot featured actress Jamie Lee Curtis talking openly about digestive health. While Shakira will not speak specifically on this subject, she will exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer.

Activia achieved global sales of about 2,5 million euros in 2013 (US $3,5 million), quite similar to previous year’s sales.

http://youtu.be/0aJvt80AU-8

Behind the scenes:

http://youtu.be/KpHHU6ER5BM