Thursday, February 28, 2013

WATCH: The exciting new Etihad Airways TV commercial

We experienced a special moment at the Etihad Airways headquarters this morning, when hundreds of staff gathered in the reception area to watch our much-awaited new television commercial (TVC).

The commercial, which was created by Etihad’ international advertising agency M&C Saatchi, will be released in the UAE on 3rd March 2013, and then across the world on 4th March 2013 (airing on television networks in Australia, China, Germany, India, Japan, UK, USA and Nigeria).

However, you can watch the international version of the commercial below - while the making of video has been posted on my Facebook page - click here to view it (and you can always like the page while you're there - to keep updated with the latest blog posts!).





It is part of a new global brand advertising campaign (under the theme “The World Is Our Home, You Are Our Guest”), which is actually our first major campaign in three years and will be supported regional and international TV, print, outdoor, and digital media advertising.

“The campaign reinforces the airline’s ‘guest’ proposition and explains how Etihad Airways draws inspiration from around the world to provide industry-leading ‘signature moments’ on the ground and in the air,” stated a press release, which was issued today.

David Edwards directed the TVC, which has been produced by Rogue Films in London and was filmed in Abu Dhabi, Bangkok, Prague and Sydney between mid-December 2012 and mid-January 2013.

The split screen technique used in the TVC juxtaposes the airline’s award-winning onboard service with lifestyle scenes from international destinations, fine dining restaurants and five star hotels around the world.

“This illustrates how the airline has established itself as a world leader in the provision of hospitality services by benchmarking itself against best-in-class hospitality establishments rather than other airlines,” added the press release.



The TVC uses high production values and 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 its home of Abu Dhabi.

It also highlights the airline’s dedication to sourcing the best products and ingredients from around the world to provide ‘signature’ and ‘outstanding as standard’ service to all its guests.

“This is our first brand advertising in many years. Having focused on product innovation and service excellence, the time is now right to make a bold and confident brand statement to the world,” commented Peter Baumgartner, +Etihad Airways  Chief Commercial Officer.

“This is not a rebranding exercise, but a continuation of our brand story drawing from the values of our home in Abu Dhabi and our inspiration from around the world," he added.

6 comments :

  1. Although I do like this commercial - it is glossy, glamourous, sophisticated everything that Etihad wants to represent - I feel like there is something missing? While it does show aspects of Abu Dhabi (brief glimpses of the city skyline, sand-surfing,desert safari),it is so generic that you would never guess this is an Etihad commercial til the logo comes on. I appreciate that the aim is to "reinforce the airline's guest proposition" but I miss that little bit of arabian hospitality/abu dhabi touch that could have sealed this commercial perfectly and given it a more unique Etihad flavour.

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  2. I just love the new commercial for Etihad Airways and the song "Beautiful Things".

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    1. Agreed! I'd never heard the song until this commercial was release, its nice!

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    2. Louise S CrawfordApril 11, 2013 at 3:51 PM

      Do you know who the artist is that sings the song? I would love to purchase it. Thanks.

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    3. Sure, its Bobby Darin and the song is called “Beautiful Things” (from 1967).

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  3. The song "Beautiful Things" is from the movie "Doctor Dolittle" with Rex Harrison. In the film it's sung by Anthony Newley, although not as "jazzy."

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