Emirates has announced that Penelope Cruz will be featured in its latest ad campaign and brand collaboration. The Academy Award-winning actress is already an avid fan of the Emirates brand and a frequent flyer who has visited Dubai many times. In exclusive behind-the-scenes footage captured on the brand's signature Emirates A380 aircraft, Cruz revealed his passion for Emirates and his positive relationship with the brand, expressing his excitement to partner with Emirates after years of traveling with the airline on some of the most special journeys of his life.
The new TV commercials will begin airing worldwide in both English and Penelope's native Spanish language from June 2023. 'Travel is not just about the destination; it's also about how you get there', short advertisements with the theme that Emirates First and Business Class passengers enjoy “Flying Well” Cruz; It shows as you try all the special privileges, from a drink brewed in the A380 Onboard Lounge to a relaxing shower above the clouds, from the excitement of a live TV football match to savoring deluxe caviar. In another ad, she enjoys ample seats in Emirates' new Premium Economy Class cabin.
It interacts with Emirates Cabin Crew in multiple languages and enjoys a wide variety of movies and content from Emirates' award-winning inflight entertainment system, ice, on a massive 32" full HD LCD screen, the largest in the aviation industry. Cruz was also filmed while using personal temperature controls in his private First Class Suite and enjoying views high in the sky using special binoculars. She also takes siesta in her bed, donning Emirates hydra-active moisturizing pajamas, surrounded by an array of privileges that ensure her journey is spectacular from the start.
Each of the new TV commercials was directed and brought to life by Hollywood director Robert Stromberg, who has won 21 awards and 30 nominations throughout his career in movies, TV shows and commercials. Stromberg worked closely with the Emirates brand team to ensure that the TV commercials reflected the privileges of the 'Flying Good' experience while retaining Cruz's distinctive sense of humor. Reputable production house Ridley Scott Associates also supported the TV commercial series and multi-award winning creative studio Framestore for special effects.
Richard Billington, Emirates' Senior Vice President of Brand and Advertising, said:
“Emirates is all about the 'Flying Better' experience, where your journey is as important as the destination itself. We care about every detail of the Emirates experience and we wanted a brand ambassador that reflected the Emirates brand. This person; It had to be classy, stylish and modern, with global appeal. Penelope was the perfect choice that fit exactly what we were looking for.”
Following in the footsteps of other worldwide successful commercials such as Burj Girl, Jennifer Aniston and Gerry the Goose traveling on the Emirates; Penelope Cruz is expected to appear in a series of commercials on Emirates' own digital channels and will air on TV news channels around the world, with more joint events to be announced over the next year.