Nicole Kidman “re-imagines” flying with Etihad

Nicole Kidman has lead the narrative for Etihad’s new brand campaign.

Etihad Airways launched “Flying Reimagined” with the Hollywood beauty yesterday, with the worldwide premiere of the TV commercial held in Abu Dhabi, with special guests including Nicole herself.

The commercial was shot onboard Etihad’s new flagship Airbus A380, as well as locations around the world, including Abu Dhabi landmarks.

The ad also features a digitally created scene, where Kidman finds herself in the interior of the soon-to-be opened Louvre Abu Dhabi, influenced by the light and geometric patterns of the Emirate.

Nicole Kidman is both star and narrator of the captivating feature, which will be shown on global TV stations and social media in both 60 and 30 second formats, with still versions of the campaign appearing in print, digital and on outdoor channels.

The airline’s chief commercial officer Peter Baumgartner said the airline loves to explore new territory.

“Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests,” he said.

“We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality. This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels.”

Baumgartner also cited Nicole Kidman as the pinnacle of Etihad’s brand values, embodying sophistication, intelligence, originality and elegance.

The Etihad Airways brand story has been interpreted and visually created by husband and wife directorial team Anthony Atanasio and Valerie Martinez.

According to Anthony Atanasio, “This film represents a wonderful opportunity to create an incredible mood of beauty and poignancy, to make viewers ‘feel’ the ideas, the connections, the materials, the creativity, the freshness and excitement and also the tangible, personal benefits of how Etihad Airways has reimagined flying.”

The concept for the new campaign was created by M&C Saatchi Australia, part of Etihad Airways’ global creative agency, M&C Saatchi.

You can check out the visually mesmerising new ad below.

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etihad airways flying reimagined nicole kidman