Emirates just took another shot at its competitors with this Jennifer Aniston commercial

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YouTube/Emirates

In Emirates’ latest ad, a bathrobe-clad Jennifer Aniston finds herself experiencing indifferent service on board an airline that’s not the Dubai-based carrier. In the ad, the luxury appointments aboard Emirates’ fleet of Airbus A380 superjumbo jets are contrasted with those of Emirates’ Western competitors. The airline is spending $20 million to broadcast the spot, which will come in 30- and 60-second versions, worldwide.

The marks Emirates’ second veiled shot in the past few months at the service and product offerings of Western airlines. In July, Emirates launched an ad titled “The Golden Age,” evoking the lost luxury and glamour of flight. In that commercial, the airline likened itself to Pan Am at the peak of the Jet Set era.

Emirates – along with the Middle Eastern carriers Qatar Airways and Etihad Airways – is embroiled in a contentious dispute with a coalition of US airlines. American Airlines, Delta Air Lines, and United Airlines accuse the Gulf trio of having received more than $42 billion in government subsidies over the past decade.


The commercial opens with a curious Aniston peering into an airplane bathroom.

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YouTube/Emirates

She didn’t find the shower she was expecting.

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YouTube/Emirates

With a loofah in hand, she continues the shower hunt.

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YouTube/Emirates

She comes across a group of flight attendants on their dinner break and asks them where the onboard shower is located.

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YouTube/Emirates

No shower on board! The flight attendants laugh at her foolish expectations.

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YouTube/Emirates

Well … what about the bar?!

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YouTube/Emirates

No bar! But more ridicule from the flight attendants.

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YouTube/Emirates

So what can this airline offer?

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YouTube/Emirates

Peanuts! And …

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YouTube/Emirates

… more condescending laughter!

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YouTube/Emirates

Still laughing!

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YouTube/Emirates

It’s a nightmare for Aniston!

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YouTube/Emirates

The loofah drops to the floor.

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YouTube/Emirates

Suddenly, Aniston is jolted awake!

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YouTube/Emirates

Turns out it really was a nightmare!

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YouTube/Emirates

The whole time, she was actually asleep in an Emirates first-class suite.

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YouTube/Emirates

Later, she visits the giant Airbus A380’s bar.

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YouTube/Emirates

Aniston recounts the horror of her nightmare flight to the bartender.

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YouTube/Emirates

All the while enjoying a nice martini.

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YouTube/Emirates

She likes the Emirates experience so much that she doesn’t want the flight to end.

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YouTube/Emirates

As for the shower she was trying to find, it wasn’t actually shown in the ad. But here’s how it looks.

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Emirates

The ad is part of Emirates’ recent campaign to position itself as the epitome of luxury in commercial flight. But the US coalition of United, American, and Delta contend that the luxury appointments of Emirates and its fellow Middle Eastern airlines are paid for by up to $42 billion in illegal subsidies.

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YouTube/Emirates

Emirates CEO Sir Tim Clark dismisses those claims and contends that his airline’s rapid growth and luxurious aircraft are paid for by 27 consecutive years of profits.

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REUTERS/Ahmed Jadallah

The US trio isn’t convinced, however. The US carriers are asking the US government to reassess the open-skies agreements that allow Emirates, Etihad, and Qatar Airways to fly freely in and out of the US.

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Getty Images/Andrew Burton

See the complete ad here:

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YouTube/Emirates