Launching mid-summer 2023, Emirates can reveal that its newest advert marketing campaign and model collaboration will function Penelope Cruz.
The Academy Award successful actor and philanthropist is already a fan of the Emirates model and a frequent flyer who has visited Dubai a number of instances. In unique behind-the-scenes footage shot onboard a signature Emirates A380 plane, Cruz revealed her ardour for Emirates and the optimistic affiliation she has with the model stating that she was thrilled to companion with Emirates after years of touring with the airline, on a number of the most particular journeys of her life.
The brand new TV spots will begin to air globally from June 2023, in each English and Penelope’s native tongue of Spanish. With a thought frightening theme of ‘journey isn’t just in regards to the finish vacation spot; it’s additionally about the way you get there’, the brief adverts present Cruz sampling all of the unique luxuries that Emirates First and Enterprise Class clients expertise as they Fly Higher, from a crafted beverage within the A380 Onboard Lounge, to an indulgent bathe above the clouds, cheering for a soccer recreation proven on stay TV, to relishing beneficiant helpings of luxurious caviar. In different spots, she enjoys the spacious seats in Emirates’ new Premium Economic system Class.
She interacts with Emirates Cabin Crew in a number of languages and enjoys the wide range of films and content material on Emirates’ award-winning ice inflight leisure system, considered on an enormous 32-inch full HD LCD display – the most important within the aviation business. Cruz can also be filmed utilizing the private temperature controls in her non-public First Class Suite, utilizing bespoke binoculars to benefit from the sky-high views, and sporting the Emirates hydra-active moisturising pyjamas to settle in for a siesta in her lie-flat mattress, surrounded by an array of luxurious facilities – making certain her journey is spectacular from the start.
Every of the brand new TV spots have been directed and dropped at life by Robert Stromberg, a double Oscar-winning Hollywood director, with 21 award wins and 30 award nominations for films, TV sequence and commercials all through his illustrious profession. Stromberg labored intently with the Emirates model staff to make sure the TV spots conveyed the considerate luxurious of the Fly Higher expertise, whereas retaining a word of Cruz’ cheeky sense of humour. Esteemed manufacturing home Ridley Scott Associates additionally supported the sequence of TV spots, and Framestore – the multi award-winning artistic studio for particular results.
Richard Billington, Emirates’ Senior Vice President of Model and Promoting, commented; ‘Emirates is all about Flying Higher, the place the journey to your vacation spot issues as a lot because the place itself. We maintain each element within the Emirates expertise and needed a model ambassador who displays the Emirates model – it wanted to be somebody stylish, fashionable, and having fashionable international attraction. Penelope was the right match.’
Following within the footsteps of different globally profitable adverts akin to Burj Lady, Jennifer Aniston onboard Emirates, and Gerry the Goose, Penelope Cruz will companion within the advert sequence to be aired globally on TV information channels, featured on Emirates’ personal digital channels, with extra joint actions to be introduced over the approaching 12 months.
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