Emirates Airlines Film The Mind Games Upgrade Trick by Y&R London

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The Mind Games Upgrade Trick

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Industry Airlines
Media Film
Market Worldwide
Agency Y&R London
Executive Creative Director Mark Roalfe
Creative Director Jim Bolton
Production Gps Advertising
Director Colin Jones
Released January 2018

Credits & Description

Category: Transport
Media: Film
Brand: Emirates
Agency: Y&R
Geo: United Kingdom
Agency: Y&R London
Executive Creative Director: Mark Roalfe
Creative Director: Jim Bolton
Producer: Kat Maidment
Production Company: Gramercy Park Studios
Directors: Jones
Producers: Dean Brougham, Graham Curry, Joe McNally, Gramercy Park Studios
Published: January 2018
Synopsis:
Emirates, the Best Airline in the World and Best Economy Class according to the 2017 TripAdvisor Travellers’ Choice Awards, today released its latest marketing campaign to promote travel on its award-winning Economy class.
Emirates’ latest ads feature a series of characters who try to wrangle a seat upgrade at an unnamed airline’s check-in counter. Each spot ends with the ultimate tip for travellers: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.”
Seasoned with a liberal dose of humour, the scripts tap into a rich vein of anecdotes about what people might say or do when they ask for an upgrade - from name-dropping and flattery to other more creative endeavours.
Also in a departure from typical airline advertising, the ads do not show the actual inflight product. Even the airline brand is not revealed until the end of the spot.