Skift Take

Part of Etihad's timing with this new campaign is due to the attention Emirates will get starting Apr 1 when its big partnership deal with Qantas starts. Other part is Turkish's big $120 million campaign that's ongoing.

Etihad, the global airline out of Abu Dhabi and a big competitor to its neighbor airline Emirates, has revealed a big new global ad campaign, the first in its history, drawing from its rapid expansion and pointing to its big global ambitions.

The new campaign will launch March 4th, with a splashy new TV ad, and a series of double page print spreads (shown in the gallery below).

The campaign is around the theme of “The world is our home, you are our guest“, showcasing the countries it flies to and the upper class onboard service it has.

The campaign was created by M&C Saatchi and filmed across four countries —  Abu Dhabi, Bangkok, Prague and Sydney — by London-based Rogue Films. It will start airing on TV this Sunday, on major networks in Etihad’s key markets: Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria.

The TV ad: (set to a soundtrack of Bobby Darin’s 1967 hit “Beautiful Things”)

Our new global television commercial (TVC) – “The World is our Home, You are our Guest” is now live. The TVC explains how we draw inspiration from around the world to provide industry-leading ‘signature moments’ on the ground and in the air. Happy viewing!

Ad Agency: M&C Saatchi
Produced by: Rogue Films, London
Directed by: David Edwards

The making of the ad, of course:

Our new global television commercial (TVC) was filmed in Abu Dhabi, Bangkok, Prague and Sydney. It uses a soundtrack of Bobby Darin’s 1967 classic, “Beautiful Things” to create a visually stunning TVC that brings to life the flair, glamour and inspiration of Etihad Airways and our home of Abu Dhabi.


And the print campaign:


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