Emirates has named its new brand ambassador, Penelope Cruz, who will be featuring in its upcoming summer 2023 ad campaign.

The new TV spots will air globally from June 2023 in both English and Spanish, the Academy Award-winning actor and philanthropist’s native language.

Directed by Robert Stromberg, a double Oscar-winning Hollywood director, the airline is aiming to convey the brand’s luxury ‘Fly Better’ experience, while incorporating a “note of Cruz’ cheeky sense of humour”.

Cruz, who has revealed her passion for the brand following years of travelling with the airline, will appear in a series of short ads which follow the theme ‘travel is not just about the end destination; ​it’s also about how you get there’.

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The campaign will show the actor sampling some of the exclusive luxuries that first and business-class customers experience; from crafted beverages and onboard shower facilities to live tv and even spacious seating in the airline’s new premium economy.

The series is supported by production house Ridley Scott Associates and Framestore – the multi-award-winning creative studio for special effects.

The collaboration follows in the footsteps of other successful campaigns, such as the airlines’ ads with Jennifer Aniston, Burj Girl and Gerry the Goose.

Emirates senior vice president of brand advertising, Richard Billington, said: “Emirates is all about flying better, where the journey to your destination matters as much as the place itself.”

“We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal. Penelope was the perfect fit.”