Penelope Cruz Takes the Spotlight in Emirates Spectacular Global Campaign

Emirates has global brand ambassador Academy Award-winning actor Penelope Cruz featured in the latest ad campaign.

The Fly Better campaign, scheduled to launch in the Summer of 2023, will be showcased in English and Spanish languages. It relays the message that travel is not just about the end destination, but about how you get there.


Richard Billington, Emirates’ senior vice president of brand and advertising, highlighted that Emirates is all about Flying Better. “The journey to your destination matters as much as the place itself. We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and has modern global appeal. Penelope was the perfect fit.”

The campaign showcases the Pirates of the Caribbean actress sampling all the exclusive luxuries that Emirates First and Business Class customers experience as they Fly Better, from a crafted beverage in the A380 Onboard Lounge to an indulgent shower above the clouds, cheering for a football game shown on live TV, to relishing generous helpings of luxury caviar. Penelope enjoys the spacious seats in Emirates’ new Premium Economy Class.

She also interacts with Emirates Cabin Crew in multiple languages and enjoys the variety of movies and content on the airline’s award-winning ice inflight entertainment system, viewed on a huge 32-inch full HD LCD screen – this is the largest in the aviation industry. The campaign shows the Spanish actress using personal temperature controls in her private First Class Suite, using bespoke binoculars to enjoy the sky-high views, and wearing the Emirates hydra-active moisturizing pajamas to settle in for a siesta in her lie-flat bed, surrounded by an array of luxury amenities.


A journey with Emirates is spectacular from the beginning.