Penelope Cruz is the new brand ambassador of Emirates Airlines

Image credit: Emirates Airlines

Emirates Airlines has announced Hollywood actor Penelope Cruz as the new face of the UAE flag carrier. Emirates announced the tie-up with the launch of a series of video campaigns that show the Spanish actor aboard the airline’s A380 aircraft.

The Academy Award-winning actor will star in a global advertising campaign for Emirates Airlines that is set to be launched come June 2023.

Penelope Cruz in video campaign

The new ads will be broadcast on television networks across the world in both English and Cruz’s native language of Spanish, as per a statement by Emirates Airlines.

The promotion campaign’s theme talks about “travel is not just about the end destination, ​it’s also about how you get there.” The ads show Cruz sampling the facilities available for First Class and Business Class customers aboard an Emirates Airlines flight. From trying a crafted beverage in the A380 lounge, to a refreshing shower mid-air to cheering for a football game shown on TV, Cruz gets to do it all.

Introducing our new brand ambassador, Penélope Cruz!

The Academy Award-winning actress has been a frequent flyer with Emirates for many years. Now, she’s taking that passion to new heights as the star of our latest ad campaign. pic.twitter.com/kRkwar36uc

— Emirates (@emirates) May 25, 2023

The Emirates campaign has roped in another Oscar-winner Robert Stromberg, as the director of the video series.  The airline said in its statement, “Stromberg worked closely with the Emirates brand team to ensure the TV spots conveyed the thoughtful luxury of the Fly Better experience, while retaining a note of Cruz’ cheeky sense of humour”. The production house behind the campaign is Ridley Scott Associates, and Framestore is the creative studio for special effects.

Richard Billington, Emirates’ senior vice president of brand and advertising, said, “Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal. Penelope was the perfect fit.”

Cruz follows in the footsteps of Friends star Jennifer Aniston, Thor actor Chris Hemsworth and Top Gear host Jeremy Clarkson. The UAE airliner also had beloved character Gerry the Goose voiced by British actor Michael Cronin as well as the Emirates Girl as the star of its campaign in the past few years.

The airlines said the Vicky Cristina Barcelona-actor will partner in the global ad series which will be featured on Emirates’ digital channels, as well as on TV news channels. The statement added that more joint activities will be announced in the months ahead.

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