In the advertising campaign, they have made a new brand promise as the company continues its evolution from a travel brand to a global lifestyle brand. I consider it the best advertisement of the year, because it tells a compelling story that shakes and moves the audience in less than a minute. In the one minute version of the commercial, it tells a story of connection between peoples. There are seven main characters in the story, representing the seven billion people of the world. Those people appeared were of different nationalities, different skin colors, different careers, different ages and different genders.
For example, the story started with a merchandiser’s business trip. He met a female Arabian fashion designer in a fashion show. In the fashion show, the designer worked with an Indian model. When the model Joined a Funk Street party, she was captured by a photographer. Her photo was then displayed in an exhibition in Shanghai, where the photographer made friends with a Chinese girl and they shared ideas about photography. Then the girl met her African boyfriend in New York. After that, the young man went surfing with an old man.
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Finally, the old man got on a bus, he was sitting beside the merchandiser ho appeared in the very beginning of the advertisement. The story tells us how the Emirates acts as the bridge between peoples and places, between culture and ideas , between what is imagined and what is real. The slogan ‘Hello Tomorrow is about inspiring people to greet tomorrows unlimited potential. It is a provocative slogan. It uses the language feature of rhyme, as ‘hello’ and tomorrow have the same sound. And it also used the language feature of puns. “Hello” is a greeting, an invitation to a person, a place or an experience.
While “Tomorrow’ is a time, a place, a state of mind – the unlimited possibility of the future. The theme shows life’s potential and embracing the future with all the possibilities it holds. The advertisement has successfully used emotions and feelings as the ‘line of appeal’. This strategy is to use positive connections between the product being advertised and good emotions. In this commercial, it tells us that the Emirates could become the bridge between people and their unlimited future. The advertisement shows a great idea that everybody can realize their dreams, and tomorrow is here The Emirates works a lot on the background music.
The theme song ‘Trek, means a long distance travel. The soft music creates a relaxing atmosphere and makes the advertisement very appealing. Besides, the Emirates creates attractive sights in the commercial. It showed different corners of the world, showing its characteristics as a worldwide airline company. To conclude, by using a linked story, a positive slogan, a relaxing background music, and a number of interesting sights, the commercial successfully creates good feelings of the audience, and builds up a positive image of the company. The advertisement is really appealing, and it should be the best advertisement of the year.