Emirates has revealed that the star of its latest ad campaign and new brand ambassador is Penelope Cruz with a sneak peek of the upcoming promotional material and behind the scenes footage.
The Academy Award winning actress and philanthropist is already a fan of the Emirates brand and a frequent flyer who has visited Dubai multiple times. In exclusive behind-the-scenes footage shot onboard a signature Emirates A380 aircraft, Cruz revealed her passion for Emirates and the positive association she has with the brand stating that she was thrilled to partner with Emirates after years of travelling with the airline, on some of the most special trips of her life.
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.
Richard Billington, Emirates’ Senior Vice President of Brand and Advertising
The new TV spots will start airing globally from June 2023, in both English and Spanish, Cruz’ native language. Revolving around the theme of “travel is not just about the end destination; it’s also about how you get there”, the short ads show the actress sampling all the exclusive luxuries that Emirates First and Business Class customers experience as they “Fly Better”, from a crafted beverage in the A380 Onboard Lounge, to an indulgent shower above the clouds, cheering for a football game shown on live TV, to relishing generous helpings of luxury caviar. In other spots, she enjoys the spacious seats in Emirates’ new Premium Economy Class.
Cruz is also shown interacting with the Emirates Cabin Crew in multiple languages and amazed by the wide variety of movies and content on Emirates’ ice inflight entertainment system, viewed on a huge 32-inch full HD LCD screen – the largest in the aviation industry. In other short clips she is filmed using the personal temperature controls in her private First Class Suite or using bespoke binoculars to enjoy the sky-high views or wearing the Emirates “hydra-active moisturising pyjamas to settle in for a siesta” in her lie-flat bed, surrounded by an array of luxury amenities.
Each of the new TV spots were directed and brought to life by Robert Stromberg, a double Oscar-winning Hollywood director, with 21 award wins and 30 award nominations for movies, TV series and commercials. Stromberg worked closely with the Emirates brand team to ensure the TV spots conveyed the thoughtful luxury of the Fly Better experience, while retaining a note of Cruz’ cheeky sense of humour.
