Etihad Airways has launched its new global brand campaign. The concept for the new campaign was created by M&C Saatchi Sydney.
The worldwide premiere of a new television commercial (TVC) in Abu Dhabi was attended by Hollywood actress Nicole Kidman – the star and narrator of the campaign. The campaign will be aired on global TV stations and social media in both 60 and 30 second formats, with still versions of the campaign appearing in print, digital and on outdoor channels.
The TVC was shot onboard Etihad Airways’ new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. The TVC also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi.
In a press release, the company said: “The Foster & Partners Vieux Port Pavilion in Marseilles was chosen to reflect the airline’s focus on design, while the Villa Méditerranée, also in Marseilles, a centre of culture and promotion of international dialogue and friendship, symbolises Etihad Airways’ role as a global ambassador. The 17th century baroque hall of the historic Strahov Library in Prague represents knowledge, learning, and the desire to innovate and lead.”
Here’s a sneak peak into the print campaign:
Peter Baumgartner, Etihad Airways chief commercial officer added: “This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels. Nicole Kidman, as a globally respected artist, was the perfect voice and face for our story, and embodies worldly sophistication, intelligence, originality, and elegance – values which form the foundations of the Etihad brand.”
The opening scene shows Kidman flicking through the pages of an inspirational novel at the Strahov library, with subsequent sequences showing the actress enjoying the revolutionary cabins and service offerings onboard Etihad Airways’ new A380. These include relaxing in The Lobby, enjoying watching TV in the spacious ‘First Apartment’ and finally falling back into the double bed in the bedroom of the three-room The Residence by Etihad – the only such private living space in commercial aviation.
The closing line, “Because their goal isn’t to improve on what has been done before – but to totally reimagine it”, concludes the TVC with air-to-air footage of the new A380 in evening light, resplendent in the airline’s new ‘Facets of Abu Dhabi’ livery.
The TVC was produced by Trent Simpson through London-based production company Thomas and Thomas. The director of Photography was British cinematographer Daniel Landin, who has shot numerous short films and music videos, including for the Rolling Stones, David Bowie and Madonna amongst others, as well as TV and cinema commercials for leading global premium brands. The accompanying soundtrack was specially commissioned by the airline and composed by Ramesh Sathiah, creative director and composer at Sydney-based audio design company Song Zu.