Emirates pitches the 'made in USA' card to woo American travellers

How do you persuade Americans that an Arab airline is the way to go? Simple. You run a TV campaign across the US showing American workers building the planes that will get you there.

Emirates Airline did just that this week. A spot by the airline's creative agency StrawberryFrog, which began running on Tuesday, shows a crew of Boeing workers assembling an entire 777 jet in 30 seconds.

The StrawberryFrog CO said commercial was made to provide an understanding of what Emirates is doing.

In the commercial, that's the time it takes a male flight attendant to roll a cart of bottled water from one end of the plane to the other and flirt with a female colleague as he goes.

Says the voiceover,"Right now, thousands of American workers are building the world's largest fleet of an amazing aircraft."

Emirates, owned by the government of the United Arab Emirates,last month announced it was ordering 50 more 777 jets, from Boeing for $18 billion. The airline already has 94 777s and the extra 50 brings the total on order to 91.

"More jobs for Americans" is a good patriotic reason to fly Emirates, which is the world's largest airline in numbers of passenger miles flown. It is also the Airline of the Year for 2011.

StrawberryFrog New York handles all global TV for the Airline while StrawberryFrog Amsterdam handles print and digital.

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