Emirates launches its latest ad campaign and brand collaboration featuring renowned actor and philanthropist Penelope Cruz in mid-summer 2023. The Academy Award-winning star is already a fan of Emirates and a frequent flyer who has visited Dubai multiple times.
In exclusive behind-the-scenes footage shot onboard an Emirates A380 aircraft, Cruz expressed her passion for the airline and her excitement about partnering with Emirates after years of traveling with them on some of the most memorable trips of her life.
‘I’m thrilled to partner with Emirates after years of traveling with them on some of the most special trips in my life.’
– Penelope Cruz
The new TV spots, which will begin airing globally from June 2023, will be presented in both English and Cruz’s native Spanish. The ads carry a thought-provoking theme: “travel is not just about the end destination; it’s also about how you get there.” They showcase Cruz experiencing the exclusive luxuries enjoyed by Emirates’ First and Business Class customers as they “Fly Better.” From savoring crafted beverages in the A380 Onboard Lounge and indulging in an opulent shower above the clouds to cheering for a football game shown on live TV and relishing generous helpings of luxury caviar, Cruz immerses herself in the Emirates experience. Other spots highlight her enjoyment of the spacious seats in Emirates’ new Premium Economy Class.
Cruz interacts with Emirates Cabin Crew in multiple languages and enjoys the extensive selection of movies and content on Emirates’ award-winning ice inflight entertainment system, displayed on a massive 32-inch full HD LCD screen—the largest in the aviation industry. The ads capture Cruz utilizing the personal temperature controls in her private First Class Suite, using bespoke binoculars to marvel at the sky-high views, and donning Emirates’ hydra-active moisturizing pyjamas for a relaxing siesta in her lie-flat bed, surrounded by an array of luxurious amenities, ensuring her journey is spectacular from start to finish.
The TV spots were directed by Robert Stromberg, a double Oscar-winning Hollywood director with an illustrious career spanning movies, TV series, and commercials. Stromberg collaborated closely with the Emirates brand team to convey the thoughtful luxury of the Fly Better experience while capturing Cruz’s playful sense of humor. Ridley Scott Associates, a renowned production house, and Framestore, an award-winning creative studio for special effects, also supported the production of the TV spots.
Richard Billington, Emirates’ Senior Vice President of Brand and Advertising, expressed his delight with the collaboration, emphasizing that Emirates is all about Flying Better, where the journey is as important as the destination itself. He explained that Cruz perfectly embodies the Emirates brand, with her classy, stylish, and modern global appeal.
Penelope Cruz joins the ranks of other globally successful ad campaigns featuring celebrities, such as “Burj Girl” and “Jennifer Aniston onboard Emirates.” The partnership between Cruz and Emirates will be showcased globally on TV news channels and featured on Emirates’ digital channels, with additional joint activities to be announced in the coming year.
