Debrief: Emirates: Too generic

27 Nov,2012

By Anil Thakraney


Emirates Airline has launched a television blitzkrieg. The objective is to communicate that they fly across various continents. Each TVC features a particular continent: Europe, Africa and America.


The creative idea is to promote tourism. Each ad highlights the lovely touristy stuff the continent has on offer. So, for the Africa ad, we get to see the famed wildlife, the mountains, the bazaars, etc. Things we usually associate with that continent. The treatment is the same with other zones.


Now, I am a little flummoxed on this one. Because I am not quite sure how, at the end of the communication, Emirates fits in. So okay, there are these delightful destinations I want to travel to, there are these magnificent sights and sounds I wish to absorb, and the ads do look great, but why must I choose Emirates to fly to these locations? Funnily, that one most important question isn’t dealt with. Quite obviously I will have a choice of other airlines as well, and as a traveller, I am more interested in wanting to know about Emirates.


My guess is the advertiser and the agency have tried to keep away typical airline advertising (delicious food, on-time departures, pretty air hostesses, etc), and have chosen to focus on destinations. But in the process, they have compromised brand saliency. I will watch these ads, get excited by the places, and then surf the net to find which airline offers me the best deal. In short, it’s ended up becoming generic advertising.


Surely there’s a way to bring out world beauty without diluting the brand? That’s why creative people get hired.


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Rating: (On a scale of 1-5): 2. Pretty ads. Weak branding.


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