Jennifer Aniston, American sweetheart, is starring in a new television ad for Emirates airlines.
A celebrity promoting luxury airline service may make you say "So what?" but this is a more controversial advertisement than is immediately apparent. In the ad, Aniston wanders around an airplane cabin on a U.S. carrier looking for the shower. When she asks the flight crew for help, they laugh at her -- and offer her peanuts.
Translation: Emirates is so much better than U.S. carriers.
In the ad, Aniston -- who signed a $5 million contract with Emirates in August -- describes the experience of a showerless aircraft as "such a nightmare" when she wakes up in her lie-flat bed on an Emirates plane.
When the flight crew says there is no shower, Aniston responds: "Well, I'm going to look pretty silly dressed like this going to the bar." You can guess the response to that one.
The ad received some immediate love on social media ...
Love #JenniferAniston in the new #Emirates ad. #HelloTomorrow pic.twitter.com/te9meJMyVR— David Tusing (@DavidTusing) October 5, 2015
I like the new @emirates commercial! It is actually an ad featuring the funny Rachel :D #emirates #JenniferAniston— Enida (@EnidaUAE) October 5, 2015
As well as criticism.
Am I the only one who thinks the #JenniferAniston #emirates ad is a rather stupid and childish shot at competitors?— Steven (@Airwaysfoodie) October 5, 2015
How come when I fly #Emirates it's still like Jen's nightmare? #economy #coach #noshower https://t.co/sNQc9ZTdJT— Cook it Pretty (@cookitpretty) October 5, 2015
U.S. airlines are especially sensitive to this subject at the moment, as Gulf carriers -- including Emirates, Etihad and Qatar Airways -- are looking to expand and potentially cut in to the profits of American, Delta, United and the rest. Several of the U.S.-based airlines have urged Congress to reconsider agreements that make it easy for airlines to compete internationally, while Gulf airlines have responded to the contrary.
Emirates wants to win over the U.S. travel market, and they seem to have found a favorite weakness: The often-derided experience on U.S. craft. No in-cabin shower? The humanity.
Even though the shower Aniston extols is only available in premium classes, the point is made. Your move, U.S. carriers.