In Emirates’ new ad titled “The Golden Age,” the airline evokes the lost glamour and luxury of flight. In the commercial, the Dubai-based carrier references the legendary service of Pan Am’s Jet Clippers of the 1950s and 60s. This is then contrasted with the crowded, impersonal experience of modern air travel. Finally, the airline argues that if you’re looking for an updated Jet Set experience, Emirates is the place to be.
In the commercial, Emirates takes veiled shots at the service and product offerings of its western competitors. For what it’s worth, Emirates — along with fellow Middle Eastern carriers Qatar and Etihad — is embroiled in a contentious dispute with a coalition of US airlines. American, Delta, and United Airlines accuse the Gulf trio of having received more than $US42 billion in government subsidies over the past decade.
The commercial opens with the Pan Am Boeing 707 Jet Clipper. It's one of the most iconic planes in aviation history.
There are no crying children, just cheerful flight attendants, colourful stuffed animals, and joyful kids.
And as a version of Frank Sinatra's hit song 'Come Fly with Me' plays in the background, Emirates asks you whether you want to travel in glamour and luxury once again.
Check out the full ad here:
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