Emirates "Upgrade your airline" by Y&R London

Travellers will go to all kinds of lengths to wrangle a seat upgrade in Emirates' new marketing campaign.

The ads by Y&R London show people trying various tricks at the airline’s check-in counter, but to no avail. The actual planes don’t feature in the campaign and the brand isn’t revealed until the end. The work was directed by Jones (the duo Michael Woodward and Maximilian Baron). It will run worldwide in Emirates’ key markets including the UK, US, Brazil, Australia and France.