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
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.