Actress Nicole Kidman will provide the face and narrative for Etihad Airways' new Flying Reimagined brand campaign, it was announced on Saturday.
Etihad Airways launched its new global brand campaign with the worldwide premiere of a new television commercial in Abu Dhabi, attended by the actress.
Kidman will be both star and narrator of the 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 commercial was shot onboard Etihad's new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi.
It also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi.
Peter Baumgartner, Etihad's chief commercial officer, said: “Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests. 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.
“Nicole Kidman, as a globally respected artist, was the perfect voice and face for our story, and embodies worldly sophistication, intelligence, originality, and elegance - values which form the foundations of the Etihad brand.”
The commercial shows the actress enjoying the cabins and service offerings onboard Etihad Airways’ new A380. These include relaxing in The Lobby, enjoying watching TV in the First Apartment and finally falling back into the double bed in the bedroom of the three-room The Residence by Etihad - the only such private living space in commercial aviation.
The Etihad Airways brand story has been interpreted and visually translated by husband and wife directorial team Anthony Atanasio and Valerie Martinez.
The concept for the new campaign was created by M&C Saatchi Australia, part of Etihad Airways’ global creative agency, M&C Saatchi.