Screen icon Nicole Kidman provides the face and narrative for the airline’s evocative brand campaign conceptualized by M&C Saatchi Australia
BestMediaInfo Bureau | Delhi | March 26, 2015
Etihad Airways has launched its new global brand campaign with the worldwide premiere of a new TVC in Abu Dhabi, attended by Hollywood actress Nicole Kidman, who is both star and narrator of the ad film. The TVC, which went on air on March 15, 2015, will be shown on global TV stations and social media in both 60- and 30-second formats. Still versions of the campaign will appear in print, digital and on outdoor channels.
The concept for the new campaign was created by M&C Saatchi Australia, part of Etihad Airways’ global creative agency, M&C Saatchi.
The TVC was shot on board Etihad Airways’ new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. It 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, France, 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.
Peter Baumgartner, Chief Commercial Officer, Etihad Airways, 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 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 on board 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 Etihad Airways brand story has been interpreted and visually translated by husband and wife directorial team Anthony Atanasio and Valerie Martinez, who have created some of the most visually daring commercials of the last six years, crafting clever and mesmerizing films for major global brands.
According to Anthony Atanasio, “This film represents a wonderful opportunity to create an incredible mood of beauty and poignancy, to make viewers ‘feel’ the ideas, the connections, the materials, the creativity, the freshness and excitement and also the tangible, personal benefits of how Etihad Airways has reimagined flying. We want to deliver an elevated sense of beauty, artistry, and enlightenment, giving viewers with the sense that Etihad Airways has raised the bar not only in airline travel, but in the larger realm of human endeavour.”
Tom McFarlane, Founding Creative Director at M&C Saatchi Australia, said, “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.”
Agency: M&C Saatchi Australia
Founding Creative Director: Tom McFarlane
Production Company: Thomas and Thomas, London
Producer: Trent Simpson
Director of Photography: Daniel Landin
Composer: Ramesh Sathiah
Soundtrack Conductor: Roger Benedict