We begin with an English businessman visiting Dubai, passing through Milan, Rio de Janeiro, Guangzhou, New York, and Australia before finding a familiar face in rural India. The spot positions Emirates, the world’s fastest growing airline, as the catalyst that connects people’s hopes and dreams.
Production Company: Academy Films
Post-Production Company: MPC London
Director: Seb Edwards
Producers: Alex Nicholson and Heather Sullivan
DOP: Lasse Frank Johannssen
Creative Directors: Kevin McKeon and Jason Koxvold
Copywriter: Todd Beeby
This is one of those feel good ads, an ad that makes you reminisce or pine for the unknown. It’s for those of us that want to explore and discover the world as well as different cultures, which is probably why we quite liked it. Very apt as well seeing as it’s for Emirates; the airline who can help you do just that.
You can’t deny it, the ad gives a very aspirational take on life centering around connecting people and focusing on ‘tomorrow’. It’s exciting and something you either can, or want to be able to relate to. We mean, with lines like ‘…tomorrow believes the more of our world we see, the richer we become…’ it’s hard not too! There isn’t a set story; it just bounces around from place to place and scene to scene.
They are clearly trying to move themselves away from the airline arena and into a lifestyle one (which isn’t a bad thing). Tomorrow, as a key theme, bringing you closer to everything and Emirates is the ‘middle man’ connecting you to tomorrow. They are a party to that essential bi-product of creating relevant and authentic experiences as you travel and connect with the World.
So as we all stay true to that age old maxim, ‘Life is a journey’, which is all about an appetite for more, always bear in mind that with Emirates you can take your next natural step on that journey (or alternatively, just get the cheapest flight?!).