Nicole Kidman stars in Etihad global ad campaign

M&C Saatchi Australia created "Flying Reimagined" to promote the UAE airline

DUBAI — Hollywood actress Nicole Kidman is the star of a new global advertising campaign for United Arab Emirates airline Etihad.

Created by M&C Saatchi Australia, the campaign sees Kidman star in and provide the narrative for the TV commercial, which 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  outdoor channels.

The commercial was shot by husband-and-wife directorial team Anthony Atanasio and Valerie Martinez. It was filmed on board Etihad Airways’ new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. The ad also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi.

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 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."

Discussing the commercial, called "Flying Reimagined," Atanasio said: "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 endeavor."

This article first appeared on

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