(TAN): Emirates is partnering with Academy Award-winning actor Penelope Cruz in the airline’s latest ad campaign, which is expected to launch in June.
The new TV spots will start to air globally from June 2023, in both English and Spanish, Penelope’s native tongue. The short ads show the star sampling the exclusive luxuries that Emirates First and Business Class customers experience, 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.
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Penelope Cruz interacts with Emirates Cabin Crew in multiple languages and enjoys the wide variety of movies and content on Emirates’ award-winning ice inflight entertainment system, viewed on a huge 32-inch full HD LCD screen. Cruz is also filmed using the personal temperature controls in her private First Class Suite, using bespoke binoculars to enjoy the sky-high views, and 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 – ensuring her journey is spectacular from the beginning.
Each of the new TV spots were directed by Robert Stromberg, a double Oscar-winning Hollywood director. 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.
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Richard Billington, Emirates’ SVP of brand and advertising, said: “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.”
