The Work

Nicole Kidman stars in Etihad global ad campaign


Hollywood actress Nicole Kidman is the star of Etihad’s new global advertising campaign.

Created by M&C Saatchi Australia, the campaign sees Kidman star in and provide the narrative for the TVC, 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 by husband and wife directorial team Anthony Atanasio and Valerie Martinez, with the TVC filmed onboard Etihad Airways’ new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. The TVC

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  • Expect more, pushing boundaries, redefining the category – sounds exactly like every single real estate ad we’re subjected to in the UAE. Boring and cliched work here I’m afraid. I wish Etihad had paid attention to its own stated philosophy of pushing boundaries and rewriting the rule book when it developed this campaign. Strange how many companies claim to do this and then create wallpaper ads. And why did they have to go all the way to Australia for this kind of work? Dull and unimaginative work can be done anywhere.

  • Eithad is a very good airline showing great potential in the Middle East. It has a great future ahead of it. There are still some negatives i hear about Eithad airways. Since this is a airline based in the Middle East. Of course it would target people in that area, at least it should be. And since i am a customer that comes from the Middle East that Eithad would want to target, i don’t know who Nicole Kidman is. I believe that they should think of an athlete or famous person who is know worldwide. Also, this is a global airline that would target different countries. Especially in a world today where we have more diversity no matter what country you live in. So, i would go for someone who is more well known and more famous to represent my company.

  • Yes, I get that. What I don’t understand why they appointed an agency based in Sydney to handle their account when this is the standard of work that gets produced. You’d assume they’d go all the way to Australia to get better work than they could get from a agency located in the same country they are. But the work is poor. So why appoint an Australia based agency to begin with?

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