Nicole Kidman fronts new global Etihad campaign from M&C Saatchi Sydney
Nicole Kidman stars in the stylised new global ‘Flying Reimagined’ campaign for Abu Dhabi based airline Etihad created by M&C Saatchi Sydney.
The new dream-like TVC for the airline goes to air tonight and features the Hollywood star sampling variety of the airline’s services in stylised sets, whilst giving a sultry voiceover extolling the virtues of the service.
https://www.youtube.com/watch?v=sXlmF3eI9R0
Peter Baumgartner, Etihad’s chief commercial officer said: “Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests.
“We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality. 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 campaign, which will have 60 second and 30 second executions and will be screened globally, was shot at various locations around the world as well as the airline’s new Airbus A380.
According to the statement: “The TVC also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi, celebrated architect Jean Nouvel’s futuristic and awe-inspiring showcase of modern architecture, influenced by the light and geometric patterns of the Emirate.
“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.”
Tom McFarlane, founding creative Ddirector at M&C Saatchi Australia, added: “On the completion of a campaign I’m often asked what inspired me.
“The answers are many and varied, but in this case the inspiration came directly from the product itself. Who could not be inspired by the sheer elegance, style, and dare I say it, reimagining of this remarkable aircraft? Hopefully, all of which we have captured perfectly in this campaign.”
It was directed by husband and wife team Anthony Atanasio and Valerie Martinez, and produced by Trent Simpson through London-based production company Thomas and Thomas. The Director of Photography was British cinematographer Daniel Landin.
The song used in the piece was created by Sydney audio design company Song Zu’s Ramesh Sathiah.
A press and outdoor campaign are also set to go live today.
I love this. Nicole Kidman adds class to anything. I just loved everything that was shown! Just loved at the pictures.
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Don’t see many of these any more.BIG ad.Superb craftsmanship.Right on target.Congrats .
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I am with Mary Jo.Perfectly aligned talent and a copy book example of how to go about using a celebrity for endorsement.Missed opportunity Qantas.
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Oh no she doesn’t. Tedious, trite and laboured in every execution
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Lets face it she’s gonna polarize.
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Mary Joe, Jay and Megan. She has her own, personal jetliner that flies her wherever she wants to go.
Never sets foot up the pointy end of any commercial airline.
Irrelevant talent.
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Just flew this aircraft Abu Dhabi to Heathrow..Best business class I have ever experienced.Hope it’s on Sydney route soon.
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An A-list star.Oscar winner.Mother.Nice husband.Aussie.Beautiful.Flies constantly.Sounds like a pretty good choice as a celebrity ambassador.
Not sure of the problem Lol?
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Impeccable production this, from the music to the shooting to the casting of Nicole. It all screams premium, which is exactly the right tone. This is how to do a big global ad for a big global airline.
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Far out?! The ‘pro Kidman’ trolls are out in Force aren’t they!? Kidman is one of those celebs that can make a positive statement for a brand. Equally she can make a negative statement. For me its the latter.
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On balance I like it. The tag at the end feels long an laboured.
I find it interesting that Ms Kidman is in the campaign at all considered she is based in AU & the USA and the Ethiad network to/from USA and Australia is so weak.
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Another reason why I don’t fly Emirates…. Nicole Kidman looks like she’s about to stab someone in the eye with her fingernail. Yikes! But QANTAS on the other hand really needs to do something about that dirge which has become their theme song. Talk about the opposite of ‘uplifting’!
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Correction Spinner, it’s Etihad, Emirates’ competitor down the road 😉 I love EY’s creative…but isn’t Kidman a rather bland, beige choice for such an airline???!
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She can’t sell her movies and she can’t sell a product. Bad choice.
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‘She can’t sell her movies’ um..in last weeks BRW Annual Rich List she was said to be worth in excess of 300 million dollars!
She’s doing something right you ‘Sorry’ ….!
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Bang on.. superbly crafted, branded and builds memory structures for the future
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