Emirates chooses Penelope Cruz as new brand ambassador
The Oscar-winning actress and philanthropist is already a fan of the Emirates brand and a frequent flyer who has visited Dubai several times
Emirates
Emirates, fresh from the new Revolutionary pact struck with another giant of the skies, Etihad, recently revealed that his latest advertising campaign and collaboration with the brand will star Penelope Cruz.
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The Oscar-winning actress and philanthropist is already a fan of the Emirates brand and A frequent flyer who has visited Dubai several times. In an exclusive behind-the-scenes feature filmed aboard the an A380 aircraft signed Emirates, Cruz revealed her passion for Emirates and the positive association she has with the brand, stating that she was excited to partner with Emirates after years of traveling with the airline on some of the most special trips of her life.
On TFC, we have told you several times what it is like to travel aboard Emirates' A380
The new TV commercials will air globally starting in June 2023, in both English and Penelope's native language, Spanish. With a thought-provoking theme, "Travel is not just about the final destination, it's also about how you get there," the short commercials show Cruz sampling all the exclusive luxuries that Emirates' First and Business Class customers experience when they fly better, from a craft beverage in the A380's Onboard Lounge, to an indulgent shower above the clouds, from cheering on a soccer game broadcast on live TV, to enjoying generous servings of luxurious caviar. Elsewhere, he enjoys the spacious seats of Emirates' new Premium Economy Class.
He interacts with Emirates cabin crew in several languages and enjoys the wide variety of movies and content in the Emirates' award-winning ice in-flight entertainment system, displayed on a huge 32-inch full HD LCD screen, the largest in the aviation industry. Cruz is also filmed using personal temperature controls in his private First Class suite, using custom-made binoculars to enjoy the view from above, and donning Emirates hydra-active pajamas to settle down for a siesta in his slatted bed, surrounded by an array of luxury amenities - ensuring that his trip is spectacular from the start.
All of the new TV commercials were directed and created by Robert Stromberg, two-time Academy Award-winning Hollywood director, with 21 wins and 30 nominations for films, TV series and commercials during his illustrious career.
Stromberg worked closely with the Emirates brand team to ensure that the TV spots conveyed the thoughtful luxury of the Fly Better experience while maintaining a note of Cruz's cheeky sense of humor. The esteemed production company Ridley Scott Associates also supported the series of TV spots and Framestore-the award-winning creative studio for special effects.
Richard Billington, Emirates Senior Vice President of Brand and Advertising, commented, "Emirates is all about flying better, where the journey to the destination matters as much as the place itself. We curate every detail of the Emirates experience, and we wanted an ambassador who reflected the Emirates brand: she had to be someone classy, elegant, and with modern global appeal. Penelope was perfect."
Following in the footsteps of other globally successful commercials such as Burj Girl, Jennifer Aniston aboard Emirates, and Gerry the Goose, Penelope Cruz will be a partner in the series of commercials to be aired globally on TV news channels, featured on Emirates' digital channels, with other joint activities to be announced in the coming year.
