Nicole Kidman is the new face of Etihad Airways, with the brand ambassador starring in a new campaign called “Flying Reimagined” for the luxury airline, which had its worldwide premiere in Abu Dhabi over the weekend. The premiere was attended by Kidman, representatives of the global media and hundreds of specially invited guests. The Academy-Award winning Moulin Rouge star features in and narrates a 60-second spot shot on board the airline's new flagship Airbus A380, and in various glamorous locations around the world. It also includes 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. The multi-channel campaign from M&C Saatchi Sydney will appear on global TV stations and social media, as well as in print, digital and on outdoors channels.
Nicole Kidman is the new face of Etihad Airways, with the brand ambassador starring in a new campaign called “Flying Reimagined” for the luxury airline
Locations in the spot (below) were chosen specifically yo reflect the airline's focus on ornate design, and the presence of the glamorous Kidman absorbing herself in culture at the Villa Méditerranée in Marseilles and relaxing in the A380's luxurious three-room “Residence,” serves to underline the airline as a luxurious and unique brand. The film was produced by Trent Simpson through London-based production company Thomas and Thomas. The director of photography was British cinematographer Daniel Landin, who has shot numerous short films and music videos for the likes of the Rolling Stones and David Bowie. The soundtrack, meanwhile, was specially commissioned by the airline and composed by Ramesh Sathiah, creative director and composer at Sydney-based audio design company Song Zu. The cinematic score is peppered with Arabic musical elements, and was conducted by Roger Benedict of the Sydney Scoring Orchestra, a group drawn from the elite musicians of the Sydney Symphony, Australian Chamber, and Australian Opera Orchestras.
Flying Reimagined – Etihad Airways
Peter Baumgartner, Etihad Airways chief commercial officer said “Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience” for their guests. He believes they are “Rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality,” and feels that “This new campaign has succeeded brilliantly in bringing the unique brand and service ethos of Etihad to life on film, in print and on digital channels.” As a globally respected artist, he also adds that Kidman was the “Perfect voice and face” for the campaign, which embodies “Worldly sophistication, intelligence, originality, and elegance; values which form the foundations of the Etihad brand.”
Kidman features in and narrates a 60-second spot shot on board the airline's new flagship Airbus A380 and in various glamorous locations around the world
Tom McFarlane, founding creative director of 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.” The spot was directed by the husband and wife team of Anthony Atanasio and Valerie Martinez. Atanasio said the 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.” He and his wife wanted 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.”
Etihad Airways – TV Commercial Launch – Live from Abu Dhabi – March 14th 2015
The campaign went live in Australia over the weekend and is expected to roll out across the rest of the world in the coming months.
