Emirates has officially welcomed Penélope Cruz as its latest global brand ambassador, elevating its image with the internationally acclaimed actress and humanitarian. Cruz, a frequent flyer and genuine devotee of the airline, has become the centerpiece of Emirates’ newest advertising initiative, which debuts this June. Her ongoing visits to Dubai and authentic connection to the brand add a layer of credibility and sophistication to the campaign.
The new commercials invite viewers into the world of Emirates’ First and Business Class, capturing the essence of the airline’s ‘Fly Better’ philosophy. Cruz is filmed aboard the flagship A380, where she enjoys signature experiences such as expertly mixed cocktails in the Onboard Lounge, a revitalizing shower spa at 40,000 feet, access to live sports through the award-winning ‘ice’ inflight entertainment, and indulgence in world-class caviar. The campaign also highlights Cruz’s journey in Emirates’ recently enhanced Premium Economy cabin, showcasing the comfort and elevated service that set it apart in 2025.
Throughout the advertisements, Cruz seamlessly interacts with Emirates’ multilingual cabin crew, personalizes her environment using the advanced temperature controls in her First Class private suite, and explores the panoramic vistas through bespoke binoculars. She is also seen relaxing in the airline’s signature hydrating sleepwear, enjoying a restful sleep on a fully flat bed amidst a suite of refined amenities.
Cruz’s cinematic achievements are underscored by her four Academy Award nominations and her Oscar win for Vicky Cristina Barcelona, cementing her as a global icon and a fitting face for Emirates’ exclusive clientele.
Emirates’ tradition of partnering with Hollywood’s elite continues, following memorable campaigns featuring Jennifer Aniston, Chris Hemsworth, and the beloved Gerry the Goose.
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