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.