In Emirates’ new ad titled “The Golden Age,” the airline evokes the lost glamour and luxury of flight. In the commercial, the Dubai-based carrier references the legendary service of Pan Am’s Jet Clippers of the 1950s and 60s. This is then contrasted with the crowded, impersonal experience of modern air travel. Finally, the airline argues that if you’re looking for an updated Jet Set experience, Emirates is the place to be.
In the commercial, Emirates takes veiled shots at the service and product offerings of its western competitors. For what it’s worth, Emirates — along with fellow Middle Eastern carriers Qatar and Etihad — is embroiled in a contentious dispute with a coalition of US airlines. American, Delta, and United Airlines accuse the Gulf trio of having received more than $ 42 billion in government subsidies over the past decade.
The commercial opens with the Pan Am Boeing 707 Jet Clipper. It’s one of the most iconic planes in aviation history.
During the Golden Age of flight, traveling by plane was glamorous.
It was a time of beautiful people jetting around the world drinking Champagne and …
… enjoying caviar.
There were blankets galore …
…. and the seat were plush and comfortable.
There was service with a smile.
Alas, those days are over. Now it’s just long lines …
… fighting for space in the overhead compartment,…
… crying children …
… pitiful food and …
…. sketchy pilots.
Emirates seem to think that most airlines don’t know what they’re doing.
But one airline certainly knows what it’s doing!
It’s an airline where you can still get service with a smile.
On Emirates planes, the glamour of the Golden Age of flying has been restored.
The first-class seats are marvelous.
The service is impeccable …
… and the gourmet cuisine is delicious.
The food is even superb in economy!
In fact, it’s so good that you’ll want your seat-mate’s food.
Everyone is entertained.
There are no crying children, just cheerful flight attendants, colorful stuffed animals, and joyful kids.
Nothing but smiles here.
And there’s even someone to tuck you in at night.
And as a version of Frank Sinatra’s hit song “Come Fly with Me” plays in the background, Emirates asks you whether you want to travel in glamour and luxury once again.
Interestingly, Pan Am — an airline that benefitted from decades of US government protection — failed spectacularly once exposed to open competition in the deregulation era.
And the US coalition believes airlines such as Emirates wouldn’t be able to provide a high level of luxury and service without help from Middle Eastern governments.
“When the playing field is relatively level, we win because we have these great people that are committed to their company and committed to their customers,” Delta CEO Richard Anderson said to a group of business leaders in Michigan last week. “But when the playing field is so far tilted, it is difficult in any industry to be able to compete against governments.”
Check out the full commercial here: