In Emirates’ latest ad, a bathrobe-clad Jennifer Aniston finds herself experiencing indifferent service on board an airline that’s not the Dubai-based carrier. In the ad, Emirates’ luxury appointments on board its fleet of Airbus A380 superjumbo jets are contrasted with those of its western competitors. The airline is currently spending $US20 million to broadcast the spot, which will come in 30- and 60-second versions, worldwide.
The marks Emirates’ second veiled shot in the past few months at the service and product offerings of Western airlines. In July, Emirates launched an ad titled “The Golden Age,” evoking the lost luxury and glamour of flight. In that commercial, the airline likened itself to Pan Am at the peak of the Jet Set era.
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.