Penelope Cruz is to feature in a mid-summer 2023 advertising campaign for Emirates. 

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The Academy Award-winning actor and philanthropist has revealed her passion for Emirates and the positive association she has with the brand stating that she was thrilled to partner with Emirates after years of travelling with the airline, on some of the most special trips of her life.

The new TV spots will start to air globally from June 2023, in both English and Penelope’s native tongue of Spanish. With a thought-provoking theme of ‘travel is not just about the end destination; ​it’s also about how you get there’, the short ads show Cruz sampling all the luxuries that Emirates First and Business Class customers experience as they Fly Better, from a crafted beverage in the A380 Onboard Lounge to an indulgent shower above the clouds, cheering for a football game shown on live TV, to relishing generous helpings of luxury caviar. In other spots, she enjoys the spacious seats in Emirates’ new Premium Economy Class. 

She interacts with Emirates Cabin Crew in multiple languages and enjoys the wide variety of movies and content on Emirates’ award-winning ice inflight entertainment system, viewed on a huge 32-inch full HD LCD screen – the largest in the aviation industry.

Each of the new TV spots was directed and brought to life by Robert Stromberg, a double Oscar-winning Hollywood director, with 21 award wins and 30 award nominations for movies, TV series and commercials throughout his illustrious career.

Stromberg worked closely with the Emirates brand team to ensure the TV spots conveyed the thoughtful luxury of the Fly Better experience while retaining a note of Cruz’s cheeky sense of humour.

Richard Billington, Emirates’ Senior Vice President of Brand and Advertising, commented; ‘Emirates is all about Flying Better, where the journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand - it needed to be someone classy, stylish, and has modern global appeal. Penelope was the perfect fit.’