I may have a little insight on this. Last month, I did the Pan Am Experience dinner at the Hollywood Air studios in Los Angeles (well, Pacoima technically). After the dinner, we took a tour of the studio and saw the aircraft sets they have setup... and our guide told us that Jennifer Aniston had been there earlier in the day filming a commercial for Emirates. But the sets at this studio are of generic, older aircraft, nothing remotely close to a blinged-out Emirates A380, so we were puzzled. But the guide went on to explain that the scene was of Aniston searching the interior of some U.S. carrier plane, looking desperately for the onboard shower.
So I think the ads are going to have some humor. Aniston is on a crappy U.S. carrier searching for all the amenities Emirates offers and she can't find them. I suppose it could come across as harsh and biting when that happens, but I have a feeling it's going to be more lighthearted. We shall see...