Emirates, one of the world’s most awarded airlines for its industry-leading services, invites global travelers to “Fly Better” with the launch of its bold new brand promise.

The new Emirates campaign was launched with a snazzy ad spot that showcased the airline’s award-winning in-flight entertainment system ice and its diverse offering.

Directed by Michael Gracey whose previous work includes the hit musical ‘The Greatest Showman’, the ad spot takes viewers on a fantastical journey as a cabin crew member morphs into an energetic dancer – transitioning between different dance styles from Bollywood to Hip Hop, representing the superior and diverse range of content on ice. The spot ends with Emirates’ trademark light humor.

“The drive to innovate and ‘be better’ is hardwired into Emirates’ DNA, and this enables us to deliver air travel experiences that are comfortable and enjoyable in every cabin class, time and again. Now, we are affirming that superiority and inviting travelers to “Fly Better” with Emirates,” said Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing, and Brand.

The second ad takes us across the world to the tune of a catchy song composed specifically for the campaign. Taking viewers from the plains of Kenya to the Eiffel Tower and finally the iconic Burj Khalifa in Dubai.

In addition to traditional advertising and digital platforms, the new “Fly Better” brand promise will also be rolled out across Emirates’ sponsorships and events portfolio.

Emirates was the first to introduce personal screens in every seat in every class. They led the way for better international telephone and Wi-Fi services onboard, also pioneered private suites in first class, brought bars and shower spas onboard, and game-changing products like virtual windows.

“On 25th October in 1985, Emirates flew its first customers from Dubai to Karachi. While the airline has grown exponentially since our promise to customers remains unchanged – flying Emirates means enjoying a better flying experience,” said Sir Tim Clark, President Emirates Airline.