Etihad Airways Shows That ‘Nothing Is Impossible’ in Campaign with Paramount’s Mission: Impossible Film

United Arab Emirates’ national airline Etihad Airways launches its latest campaign themed around Paramount’s new 'Mission: Impossible - Dead Reckoning Part One' feature film. The campaign is created by digital creative company Media.Monks and consists of five short films that show how traveling may be a big mission, but nothing’s impossible when you fly with Etihad Airways. 

Directed by French director Guilhem Machenaud, the campaign spotlights Etihad’s premium services, from the pilot’s reliable punctuality to the cabin crew’s exceedingly attentive service. With Mission: Impossible’s iconic theme song as the golden thread, the films show how Etihad’s team consists of only highly trained, highly skilled operatives who are capable of diffusing any situation. Just like the blockbuster’s protagonist Ethan Hunt, the cabin crew never fails to remain calm and confident—even when 35,000 feet in the air. 

To realise the campaign, Etihad Airways collaborated with digital creative company Media.Monks out of its MENA region. Continuing its relationship with the airline—earlier work includes an iconic first VR experience within Etihad’s Airbus A380—Media.Monks again made for blockbuster worthy results, working with Etihad to develop the strategy, creative idea and production of the ‘Nothing is Impossible’ campaign. 

Simon Kamsky, senior marketing manager at Etihad Airways, says: “The Mission Impossible blockbusters are a phenomenal series and we’re incredibly proud to partner with Paramount Pictures to showcase Etihad, Abu Dhabi and Abu Dhabi Airports to the world. We are thrilled to be able to position our brand, staff, service and brand with the Mission: Impossible brand, and give millions of guests the opportunity to enjoy their flights with us showcasing the partnership.”

Hoda El Nazer, head of film and content, MEA at Media.Monks, says: “It was truly great to join forces with Etihad Airways. We missioned together to bring the excitement of Paramount’s Mission: Impossible from the silver screen to the experience of traveling with Etihad. Through high-end production, we’ve brought to life Etihad’s mission to provide high-end service, braving any kind of hurdle.” 

The ‘Nothing is Impossible’ campaign consists of five films which will be viewable online on Etihad Airways’ social media, as well as two films which will run in cinemas in the UAE. Paramount Pictures has also crafted a trailer by seamlessly blending the campaign’s film footage with scenes from the latest Mission Impossible film.