Sorry.
insight
People say Emirates is too expensive. But what they don't realize is that the higher price comes with exceptional service and an experience that makes every other airline feel uncomfortable in comparison.
idea
Emirates says sorry for ruining flying everywhere else. It doubles down on its position as the benchmark for luxury travel. It looks like an apology, but it's really a flex.
project type
Spec Campaign
year
2026
my role
Creative Strategist
client
Emirates
Start every tagline with "Sorry." People will think we're apologizing for a mistake or controversy, so they'll stop and look. People are naturally curious about drama. But the apology is for setting the bar so high that no other airline feels the same anymore. Many more apology ads can be created by taking each unique Emirates feature and turning it into its own "Sorry" message.
For social media, we can take a bolder, more unconventional approach to better connect with younger audiences. Emirates can comment on viral videos about airline frustrations and reply to people complaining under other airlines' posts with apology-style messages