Emirates launches ads to showcase new brand promise

Emirates has launched two ads to showcase its inflight entertainment system and promote the extensive network of global destinations.

As part of the new brand promise "Fly Better", Emirates has produced an ad directed by Michael Gracey, taking viewers on a fantastical journey as a cabin crew member morphs into an energetic dancer – transitioning between different dance styles from Bollywood to Hip Hop, representing the superior and diverse range of content on "ice"- Emirates' inflight entertainment system.

The second ad promotes Emirates’ extensive network of global destinations. This ad takes passengers across the world from the plains of Kenya to the Eiffel Tower and finally to the iconic Burj Khalifa in Dubai. Edited in a style that has now become Emirates’ hallmark, the ad features transitions between destinations and Emirates’ onboard features.

In addition to traditional ad and digital platforms, the new brand promise will also be rolled out across Emirates’ sponsorships and events portfolio.

The first “Emirates Fly Better” in-stadium branding was unveiled at the Meydan racecourse in Dubai from 1 November, in time for the start of the racing season. This was followed by global exposure via the on-field perimeter billboards at an English Premier League's match between Arsenal and Liverpool on 3 November.

On 11 November, Emirates-sponsored team AC Milan will also debut the brand promise for the first time on their team jerseys in a Serie A match against rivals Juventus.

"While the airline has grown exponentially since 1985, our promise to customers remains unchanged - flying Emirates means enjoying a better flying experience," said Sir Tim Clark, president of Emirates.