Emirates has signed up Jennifer Aniston to front its latest global advertising push.
The airline says in a press release it has spent $20 million alone on securing global TV spots for the campaign, which was created by the ad agency RKCR/Y&R. It will also run on digital channels.
The ad sees the “Friends” star ridiculed by the cabin crew of an aircraft when she turns up wearing a dressing gown and asks where the shower is. The big reveal at the end is that it was a “nightmare,” and she was actually aboard another aircraft, not an Emirates flight.
Boutros Boutros, Emirates divisional senior vice president of corporate communications, says in a statement: “In a departure from the usual airline industry ads, we chose to take a humorous approach to showcase the amazing products we offer on board. We couldn’t think of anyone better suited for the role than Jennifer Aniston and we wrote the script with her in mind. Her professionalism and comedic talent shone on the set and we are very pleased with the outcome.”
The commercial comes shortly after Emirates’ rival Etihad Airways signed up actress Nicole Kidman to front its latest multimillion-dollar global advertising push.
Over the past decade, Emirates, Etihad, and Qatar Airways have grown to become three of the world’s best-regarded international airlines and have increased their presence in the US market.
But the three biggest US airlines – American, United, and Delta – say the explosive growth of the Middle East trio and their lavish spending are the result of billions of dollars of unfair subsidies. The US airlines have been campaigning for the federal government to do something about those subsidies, which they say let the three airlines encroach on their turf.
This new campaign from Emirates – which will run in the US and which shows off its lavish first-class private suites – marks yet another threat to the US’ big three.