M&C Saatchi reimagines flying with Nicole Kidman for Etihad

The M&C Saatchi Sydney-created campaign for Etihad has taken off all over the world with screen icon Nicole Kidman the new face of the airline.

The Hollywood star provides the face and narrative for the evocative ‘Flying Reimagined’ campaign that has gone to air on global TV stations and social media in both 60 and 30 second formats, supported by print, digital and outdoor all around the world.

The TVC was shot onboard Etihad Airways’ new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi.

M&C Saatchi Australia’s Founding Creative Director Tom McFarlane and CD Michael Andrews came up with the creative concept which they also brought to life.

The TVC’s opening scene shows Kidman flicking through the pages of an inspirational novel at the Strahov library, with subsequent sequences showing the actress enjoying the revolutionary cabins and service offerings onboard Etihad Airways’ new A380.

These include relaxing in The Lobby, enjoying watching TV in the spacious 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 closing line, “Because their goal isn’t to improve on what has been done before – but to totally reimagine it”, concludes the TVC with air-to-air footage of the new A380 in evening light.

“On the completion of a campaign I’m often asked what inspired me,” muses Tom.

“The answers are many and varied, but in this case the inspiration came directly from the product itself. Who could not be inspired by the sheer elegance, style, and dare I say it, reimagining of this remarkable aircraft? Hopefully, all of which we have captured perfectly in this campaign.”

Etihad Airways Chief Commercial Officer Peter Baumgartner 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.”

Husband and wife team Anthony Atanasio and Valerie Martinez directed the spot, which was produced by Trent Simpson via his London-based production company Thomas and Thomas.

The soundtrack was especially commissioned by Etihad and composed by Ramesh Sathiah, Creative Director and Composer at Sydney-based audio design company Song Zu.

The campaign received acclaim and blanket coverage both in Australia and around the world when it launched in mid-March with this big splash in USA Today typical.