Hollywood star Jennifer Aniston was paid about $5 milllion to star in the latest global advertising campaign by Dubai airline Emirates, a senior executive has revealed.
Chris Galanto, Emirates senior vice president of advertising, said the cost of hiring the actress for the sequel on board its A380 aircraft was similar to the first advert last year, which was part of a larger $20 million campaign.
In the latest advert, directed by industry veteran and Oscar-nominee Bryan Buckley, Aniston emerges from the onboard shower on the superjumbo only to find Cooper, a feisty young boy, playing in her private suite in the Emirates First Class cabin.
The two strike up a conversation and in Economy Class, Cooper is finally reunited with his surprised parents where Jennifer chooses to remain and enjoy Emirates' ICE inflight entertainment system with Cooper. The ad ends with Cooper’s mother relaxing in Jennifer’s private suite, having exchanged places with the Hollywood star.
Speaking to the Business Breakfast radio programme on Dubai Eye, Galanto said: "We brought her back because she resonates with our audiences around the world with her down to earth charm and humour as well as her universal appeal which we thought was a great match for our brand."
He said he believed Emirates was the first airline to use a top celebrity to promote its Economy Class facilities.
He added that the first Aniston advert in 2015-which attracted 36 million views online-had been recognised as a "playful shot across the bows" in the Open Skies debate with US airlines.
The latest advert had seen 3 million views in the first 14 hours of going live, Galanto added.
Asked what would be next for Emirates adverts, he said: "We need to think hard about the investment versus the pay-off," adding that the airline was not "tethered" to just Aniston.