Etihad screens first international ad

Etihad Airways’ global brand is flying into UK households as the airline has just launched its first international TV commercial.

The 60-second commercial will be screened throughout June on top international
channels that include CNN, Discovery, BBC World and Sky News. Filmed entirely in the
UAE in a variety of locations, including Abu Dhabi airport and on board one of the
airline’s Airbus A340-500 aircraft, the commercial will be supported by billboard
advertising in London.

A special premiere of the commercial was shown to Etihad staff at Abu Dhabi’s
Emirates Palace hotel earlier this month and was attended by Etihad Airways’
chairman, HH Sheikh Ahmed bin Saif Al Nahyan and chief executive, James Hogan.


The commercial and billboard advert in Cromwell Road, London are important
milestones for Etihad Airways, increasing brand awareness in the UK, which is key
given the young age of the airline. The TV adverts will also enable new customers to
view Etihad’s award-winning in-flight product and the growing destinations flown by



The commercial was written by global advertising agency TBWA, and directed by Jim
Wheedon from London-based Bare Films who has worked on several world-renowned
projects including the movie smash hit “Gladiator”.


Andrew Ward, EVP at TBWA, said: “In order for Etihad to achieve its global ambitions
the airline has used the services of the advertising industry’s top professionals to
produce the commercial. The final product is highly sophisticated which will appeal
to business and leisure travellers throughout the world.”

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