Graham Curry
Producer at Gramercy Park Studios
TitleThe Serenade Upgrade Trick
Agency
Campaign Upgrade Your Airline
Advertiser Emirates Airlines
Brand Emirates
Date of First Broadcast/Publication 2018 / 1
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Story Emirates’ latest ads feature a series of characters who try to wrangle a seat upgrade at an unnamed airline’s check-in counter. Each spot ends with the ultimate tip for travellers: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.”

Seasoned with a liberal dose of humour, the scripts tap into a rich vein of anecdotes about what people might say or do when they ask for an upgrade - from name-dropping and flattery to other more creative endeavours.

Also in a departure from typical airline advertising, the ads do not show the actual inflight product. Even the airline brand is not revealed until the end of the spot.
Media Type Television
Length
Executive Creative Director
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Agency Producer
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Post Production

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