Etihad Airways highlights record growth in global TVC

According to the TV commercial launched at the start of June, during its first eight years of operation, more people have switched to Etihad than any other global airline in history. 

Titled 'Why?', the advert features an Etihad A340 performing a low-altitude fly-past filmed from Saadiyat Island in Abu Dhabi. 

Peter Baumgartner, Etihad Airways chief commercial officer, said, “The Etihad Airways success story is a phenomenal one that will probably never be repeated and is therefore relevant for the history of commercial aviation. The airline has evolved from an initial vision, to a fledgling start-up, to the award-winning airline that we are today."

This marks the first commercial since the airline appointed M&C Saatchi as its global agency. The TVC is directed by Chris Hartwill from Ridley Scott's film production company RSA Films. The airline had to obtain special approval for the stunt that drew crowds over two fly-past session on 21 May.

The commercial is supported by a digital media campaign and will run across Europe, the Middle East, Africa, UAE, France, Germany, Ireland, UK, the USA, India, Pakistan and Australia. 

An microsite has been created at Etihad.com/why.