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.

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.


nicole kidman etihad press ad


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