Emirates’ Brilliant New Ad Sums Up How We All Feel

Filed Under: Emirates, Videos

There aren’t many airlines putting effort into ads right now, but Emirates has just released a new ad called “Do you remember?” This comes at a time when Emirates’ entire fleet is grounded, and global aviation is more or less shut down.

This ad is brilliant, and it made me both emotional in a sad way, and put a smile on my face about the better days that are (hopefully) on the horizon.

I think most of us can relate to the message, so check out the 60 second ad:

VERY well done, Emirates!

I think my only question is whether they were using scenes that were filmed before this all started, or how exactly did they film this footage while social distancing? 😉 The footage seems generic enough that it could have just been stock footage, and they added in some Emirates branding.

Comments
  1. More than likely it was just stock footage. I bet anyone can put together the same ad minus the Emirates planes and graphics in minutes

  2. To your question “…whether they were using scenes that were filmed before this all started, or how exactly did they film this footage while social distancing?” Most of the video clips in the video are stock footage that was purchased from a firm. Easy to search “office” or “kids annoying mom on phone” then they just cut in the previous filmed Emirates B-Roll, have a voice over artist record from home and then edit it all together.

  3. “Fly you better than ever before”; unless your economy seats are suddenly business class seats, it’s gonna be the same.

  4. Why does Emirates TV ads always use fake British accents? Do they think it sounds more sophisticated? They always use the same fake British accent.

  5. This is what I do for a living.
    This is definitely all stock footage and b-roll from previous Emirates campaigns. Voiceover and editing were done working from home.

    Still, excellent work.

  6. FNT it’s because the narrator was born in the U.K. Why is it fake? Why does everything have to sound like a yank

  7. @Icarus: It’s because that is not a real British accent. It’s a very contrived, enunciated accent. It isn’t even the traditional BBC/RP accent.

  8. @ I fnt
    I guess you have never been out side London or any commonwealth country where people learn British English but have an accent

  9. fnt: Maybe because they don’t want any association with stupid, ignorant, imbecile americans that can’t pull together even when a global crisis hits their country…???

  10. @ fnt as I alluded to in my previous comment , the narrator is British I believe his name is Guy Harris and he’s from Leicester

  11. @FNT Delta Diamond – It’s clearly not a fake accent.

    The UK is a more important market for Emirates than the US, if you can’t deal with that then that’s your issue. Perhaps you should stick to Delta instead.

  12. I work for an ad agency doing the same type of commercial for an auto brand. It’s all done remotely. The editors will work from home and share rough cuts with the marketing team and they’ll fine tune by phone and email. The content will come from stock companies like Getty plus footage from Emirates library that’s being recycled. If you wanted the last two years of Emirates ads I’m certain you’d see some clips come back for this one.

  13. Hey Lucky, Emirates stopped flying (OK great) but they have idled all of their employees without pay and are reneging on their housing, health and pension contracts for their flight crews. Emirates have never been subject to ANY corporate income tax while all or their western competitors have to pay income tax which assures little twerps like you can enjoy Dom Perignon and the ability to hawk credit cards on your snarky website. You, my little schmuck, should get a dose of reality instead of living in your dream world of blogging about products for which you have never paid a dime for.

  14. FNTDeltaDiamond – There are a lot of accents across the UK. *A lot*. What the rest of the world thinks of as a “real British accent” is just one of them. It’s Received Pronunciation, and spoken by maybe 5% of the population.

  15. The UK has an enormous cultural influence even today on the Middle East and many of the markets Emirates serves. The rich folks of the ME have huge property investments in the UK and London is full of these folks starting late Spring. Their kids go to school here. Top ranking military officers have trained in British establishments. Across markets like South Asia and Africa, the BBC is still highly respected as a trustworthy source of news. Schools use a textbook from nearly a hundred years back by authors Wren & Martin to teach English grammar. The posh accent is aspirational to many. Emirates itself has been led by a Brit from its founding.

    Hardly a surprise to therefore have the voice over in an English accent.

  16. I had booked myself and my family for a trip to Europe. Unfortunately due to COVID-19 and lockdown in Europe and New Zealand we had to cancel the trip. It was a nightmare to reach Emirates over the phone but anyhow after so many tries and troubles. I managed to cancelled bookings online via the Emirates website on 21st March 2020. But they were still showing on the mobile app as life. Upon calling on 24th the call centre staff cancelled it and sent another acknowledgement. I have been told that since I have asked for a refund it will take 3 months to transfer the amount into my card which was used for the purchase of the tickets. This is absolutely ridiculous Emirates must return funds without delay. I have come to know from the media that Emirates is keeping customers money in bank accounts for 3 months to earn interest. If this is the case then Emirates Chairman and Chief Executive Ahmed bin Saeed Al Maktoum should be ashamed of himself for earning Haram RIBA. May Allah bring a curse upon him and his organisation and all those who work for him on this ugly desire of making Haram income. I purchased the tickets in New Zealand to travel from New Zealand and in New Zealand Dollars and as per the consumer rights the refunds should be transferred to the consumer immediately. I am going to file a complaint against Emirates Airlines at the Consumer Rights Commission of New Zealand for its violation of consumer rights.

  17. Everything is fake. The video is purchased from a company and some video is made in a house.

  18. So bloody what if its stock footage? So bloody what if its a fake accent, even though we understand it’s not? Have you clowns in the USA noticed some of the rubbish you have as ads… And more? For goodness sake get some lives

  19. I fly business class and they were so rude to my wife and 1 year and 6 months old child. I wish I could find that air hostess who was rude to my wife and child out side. I would be glad to teach her in what’s called manner the America way. Reported to Emirates customer service and since then it’s all be crickets

  20. @Not Lucky. I know there are lots of UK accents, but the narrator’s accent is very contrived and is not the way anyone would actually speak in daily life.

  21. Wow, did Emirates have to convey in a video to you what most of us are already thinking. Did we really need Emirates to inform us about how things will soon be. Though it’s great they are encouraging people to think positively and it will hopefully all soon be over.

    Also the question how did they do this “despite the social distancing” just begs the question how gullible we can all be sometimes. Surely you did not think they brought everyone together just to make the video. Especially considering many at the airline are no more either temporarily or on a permanent basis.

  22. Oh my, a lot of people have spent too long in their bubble. At a guess I would say the narrator is from the north of england, somewhere near Manchester. Certainly not contrived and not RP. Calm down everyone.

  23. It was a good and positive video. The amount of people who are always angry and critical of everything must lead disappointing lives. I feel sorry for the people who have to be around them during this period.
    People….stay positive, be thankful for what you have, and look forward to the day we can all travel again.

  24. @Lucky: any validity to this? Hey Lucky, Emirates stopped flying (OK great) but they have idled all of their employees without pay and are reneging on their housing, health and pension contracts for their flight crews. Emirates have never been subject to ANY corporate income tax while all or their western competitors have to pay income tax which assures little twerps like you can enjoy Dom Perignon and the ability to hawk credit cards on your snarky website. You, my little schmuck, should get a dose of reality instead of living in your dream world of blogging about products for which you have never paid a dime for.

    Pleasae ask your buddies at EK to bring back (or re-create) the ads with Jennifer Aniston.

  25. With no love for “fake” British accents, FNT must really hate the TV commercials with the GEICO lizard. LOL

  26. Pretty sure: if that ad had come from QR, you would have found thousands of reasons to ridicule it.

  27. FNT makes a good point though. ALL of their advertisements ALWAYS have British accents when it’s an English narrator.

    I assume (like we all do) it sounds more educated and posh to them.

  28. Do you remember when we stranded you and your wife 8000km from home during you honeymoon?
    Do you remember when we denied you a refund against EU law and only offered you a voucher forcing you to use our service again?

  29. Tons of Posh ads in the USA have English accents. Eg Lexus. I think the marketing agency thinks Americans think of poms with accents as sophisticated lol. Wouldn’t work in Australia 🙂

  30. Ron B/ChadMC,
    Good on ya mate….. We need positive and uplifting messages these days, Thx Lucky!!
    The rest of you negative blithering idiots can just stuff it…. And stuff it deep where the sun don’t shine.
    While you’re at it get a life!!

  31. I think an awful lot of you have been stuck indoors too long & are completely missing the point. You’ll see Luckys emoji had a cheeky wink, it wasn’t a genuine question for all but a few of you to pounce on! Neither the stock footage or the UK voiceover accent are relevant…..it’s the message in the VIDEO! Before anyone starts coming back at me for my post, it also DOESN’T matter which Airline made this video, any of them, large or small, it would still have had a powerful message,
    whoever put it out there. This comes from someone who is currently working overseas & is in the unfortunate position that their family are on the other side of the world while this horrendous virus strikes. I totally agree Lucky, this ad is brilliant and I too admit that it made me emotional but also managed to put a smile on my face thinking about the better days that will hopefully soon be on the horizon.

  32. Yearning to get back to reviewing inflight champagne while observing that crew seem to be genuinely enjoying their jobs?

  33. If they used my English accent (Yorkshire) only a few of us northern clog wearers would understand.A lot of advertising on British tv have American accents blood awful.Take care all .By gum

  34. Nice ad.

    Two points regarding the arguments above:
    1) The narrator does have a British accent, and as a well spoken Brit, I’m certain of that, and;
    2) The company has not laid it’s staff off unpaid or reneged on any housing or other benefits. I know this because my colleagues and I are still recieving both, and only the basic pay has been temporarily reduced (not stopped).

    It seems there are those who will lie about anything just to cause trouble.

  35. Uhh, I am starting to miss my weekend commutes with Emirates between Kuwait and Dubai. I am so jealous of the times when I started to take flying for granted. I am missing that Arabic safety video, Boarding music, Ice Intro, and mostly the GE90 Start-Up sounds, DXB Arrival Video. oh my god. I really want all of this to get over and get back to the skies soon…

  36. I thought it was a great advert. Who truly cares about stock photo and the gentleman’s accent. It’s the point he advert was trying to get across. There will always be an angry and very insecure character that just doesn’t get the point, but instead questions an accent? Sounds like an angry American. I’m an American, but not one of them angry Trumpsters, I’ll you that much! Emirates offers a great first class product. I fly delta as a diamond only on US domestic flights and only take Emirates First Class on international flights. Cannot wait until this pandemic is over and get back to flying again.

  37. Dear Ben. Thank you for your kind comments about the Emirates ad which I wrote.
    It WAS put together with a combination of stock footage and our own stock – no option really when we are all working from home and no chance of shooting anything fresh.
    The voiceover was a professional British VO and based in the UK . Nothing fake about his accent in reply to some of the comments that I’ve seen.
    Kind regards
    Richard Billington. SVP Advertising. Emirates.

  38. “unless your economy seats are suddenly business class seats, it’s gonna be the same.”
    Bingo! Can’t wait for the day when the carries tell us how much they missed us while cramming everone back into 10 across Y.

  39. A lot of ugly language heard on this. I know your family can’t wait for you to get up in the air again…

  40. So what if Emirates has had some customer service issues, name an airline who hasn’t. Let’s view this for what it is; a very creative and effective advert from a company trying to help save their industry. An industry which most of us care about or we wouldn’t be on this site. Nice job Emirates! Instead of knocking a team trying to do their job, let’s just sit back and enjoy not being stuck in a middle seat somewhere.

  41. Seriously Lucky, I will never understand your constant glorification of Emirates (and, beyond that, Dubai and the UAE more generally). I further noticed that you’ve ignored the many readers who have commented about being screwed by the airline’s ridiculous “vouchers, not refunds” policy, which is tantamount to a state-owned carrier using customer money as an interest-free loan. Despicable!

  42. Reading many of these comments, the ad is clearly spot on…
    “Do you remember” the days we were living our lives and flying, something most of us regularly do and enjoy…
    When we had no time for such nagging….

  43. It really irritating that they used an A320 wing in the stock footage when they don’t even have that aircraft type in their fleet.

  44. Definitely stock and Emirates library footage. Also, it sounded like “except covid-19” was added after the initial recording of the voiceover, I’d guess probably as a result of a note from someone in the org. Just an observation :).

  45. I think it is a brilliant step when the world is plunged into crisis. The Emirates sees the silver lining in the cloud and helps us to see too!

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