Etihad launches new global TV campaign

Etihad has launched its first global TVC since the account was won by M&C Saatchi in February.

Filmed at the beaches of Saadiyat Island in Abu Dhabi, the TVC will be shown on pan-regional television media across Europe, the Middle East and Africa in addition to country specific stations in the UAE, France, Germany, Ireland, the UK, the US, India, Pakistan and Australia.

Peter Baumgartner, Etihad Airways’ chief commercial officer, said: “The Etihad Airways success story is a phenomenal one that will probably never be repeated and is therefore relevant for the history of commercial aviation. The airline has evolved from an initial vision, to a fledgling start-up, to the award-winning airline that we are today.

“The marketing campaign shares some of the secrets of our success with a worldwide audience and shows how, in less than nine years of operations, we have carried more than 40 million passengers and become synonymous with providing customers with the highest levels of hospitality and service available on the ground and in the sky. Our home-base of Abu Dhabi has also experienced tremendous development during this period and we were thrilled to conduct the filming for the commercial at beach locations on the stunning Saadiyat Island.”

It is the first commercial written by M&C Saatchi and is directed by Chris Hartwill through Ridley Scott’s film production company, RSA Films. M&C Saatchi is in the process of recruiting a CEO and creative director for its new operation in Abu Dhabi.


  • Does it remind anyone else of the ethiopian airlines landing off the Comoros Island whilst beachgoers watched in horror?

  • This is a disastrous TVC and the worst that Etihad did since it started business back in 2003! so 50’sh in its endless showing off of the supremacy of the white race forgetting that Etihad is “supposedly” one of the national airlines of the UAE.

  • Terrible Fail. First thought – I mean a plane towing a banner. Classic example of agency not standing up to client. Nasty, almost as bad as Ogilvy’s new Volkswagen tv commercial. That is a complete disaster – Bad.

  • worst ad ive ever seen, i mean there have been other stinkers, considering the client, money involved, this should easily be on the top 5 worst.

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