Impact BBDO’s new campaign for Etihad Airways is full of surprises. Firstly, it doesn’t celebrate the wonderful service or places you can fly to. It promotes the airline’s collaboration with Paramount Pictures on the worldwide launch of the film, Mission: Impossible – Dead Reckoning Part One. (Key parts of the movie were filmed at Abu Dhabi International Airport’s Midfield Terminal, with one of the most thrilling and technically complex action scenes taking place on the building’s 315-metre roof.)
Secondly, it features a skydiving orchestra, playing the instantly recognisable Mission: Impossible theme song while falling 13,000 feet at 193 km/h through the air.
To create the stunt, Etihad Airways and Impact BBDO, launched a global search for professional skydivers who were also talented musicians. They also recruited a skilled skydiving cinematographer who could capture everything on film.
The stunt took weeks of preparation. Each skydiver was given their part of music to practice and learn by heart, which they needed to be able to play perfectly despite the wild environment while skydiving. Custom rigging also attached each instrument to the skydivers for safety. Each diver had to be able to safely play the instrument and then free their hands to pull the parachute, which was not an easy task. The rigging ended up affecting the rate at which the musicians fell which added another layer of complexity when it came to filming.
Beneath the overt announcement, the campaign, that promises At Etihad, Nothing is Impossible, suggests that Etihad is an airline that pushes boundaries intent on delivering incredible experiences and hospitality to its guests.
Throughout August, guests flying in Etihad’s First and Business cabins will be treated to a cinema style Movie Snacks menu and indulge in themed mocktails such as Mission Accomplished, Undercover Sipper, Secret Agent and Thyme’s Up. All guests travelling on Etihad will be able to enjoy a dedicated Mission: Impossible channel on E-BOX, its inflight entertainment service. The channel will feature six of the Mission: Impossible series as well as behind-the-scenes content.
