Ad Nut
Jan 26, 2018

Emirates celebrates success with upgrade ‘tips’

Comic campaign is based on a universal traveller truth and the airline’s success in the TripAdvisor travel awards.

If Ad Nut had an acorn for every time an agency or brand said an ad campaign was based on a “universal human truth” or “key human insight”, Ad Nut would have an oak forest the size of Brazil by now.

But every now and then, those doing the talking aren’t just spouting jargon. They’ve really hit the nail on the head.

And so to Emirates’ latest ad campaign, created by Y&R London, celebrating being named best airline in the world and best economy class at the 2017 TripAdvisor Travellers’ Choice Awards. The brand and its agency have taken a fundamental travelling truth and run with it: how the bloody hell do I get an upgrade?

Ad Nut has asked this question many times, and admits to actually deploying some poorly thought out, desperately hopeful schemes in vain. Emirates has taken this moment at the check-in counter and created one 30-second hero spot (top), plus a series of vignettes (one above, three more below). All are genuinely funny. The message: you don’t need to upgrade your seat, just your airline (to Emirates, obviously).

We are entertained with juggling, singing, naff compliments, even mind games, in clips short enough to give you a quick laugh, but enjoyable enough that you think about them after.

The campaign will feature in more than 18 global markets, including Singapore, Australia and New Zealand.

Nice work Emirates. Have an acorn yourself. 


Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


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