Etihad launches global brand campaign
M&C Saatchi is behind the first global brand campaign for airline Etihad in three years.
Taglined ‘The World Is Our Home, You Are Our Guest’, the TV ad features Bobby Darin’s 1967 classic song ‘Beautiful Things’ and was shot in Sydney, Abu Dhabi, Bangkok and Prague.
The ad will run on international and regional TV, print, outdoor, and digital advertising.
Lots of beautiful images, but too many of them. Side by side they fight with one another rather than complement each. Ultimately it just washes over me with little impact and take out.
For me The Emirates campaign has far more impact and cut through. From the music used, extended scenes for stronger engagement/involvement and following a more personal story.
Saw the Etihad advertisement first time during Chanel nine news, right away recognised the Great Bobby Darin singing, ad had not yet been seen in USA.Very attention getting.