Etiahd has an amazing new ad starring Nicole Kidman highlighting the revolutionary nature of its A380 First Class product.
Not everyone likes it, though. Laura Glading, the President of the Association of Professional Flight Attendants (representing American Airlines and US Airways FAs), sent Kidman a note decrying her appearance in the ad, lauding her efforts to advance women’s rights but stating–
“However, we believe those efforts are at odds with your prominent role in an advertising campaign for Etihad Airways,” Glading said. “The United Arab Emirates and their airlines are well-known in our industry for their discriminatory labor practices and deplorable treatment of female employees.”
Etihad, naturally, disputes this characterization and issued a statement claiming their employees gave working for Etihad a 93% approval rating and that pregnant FAs are offered ground service work during their pregnancy, can take maternity leave, then may return to the skies when they wish.
The letter did not address charges made by Glading that in the UAE men are permitted to beat their wives and there is no protection against women for rape.
To me, though, that seems like a non-sequitur. Human rights do not reflect the western mindset in many parts of the world and that seems to me a different issue than whether women are paid a fair wage to men when working for a Gulf carrier. The proxy war between U.S. and Gulf carriers continues, this time on a rather unexpected front.
In any case, the debate will continue and whatever your views on this issue, we must acknowledge that this new ad is amazing and does nicely highlight that Etihad has taken first class to the next level with its A380 First Class Apartments.
Matthew, I recently read another one of your articles in which you discussed being thrown off a flight for taking photos. I recently had an appalling experience with an Asian carrier in which I was denied boarding because I let the check in counter crew know that I was scared of flying, and I asked if I could meet the captain. I want to share this story, as it’s the first of its kind that I’ve been able to find. I’d love some input from you on the best way to do this, if you have the time. If not, no worries. Thanks!
Kelly, please send the details to me and perhaps I will do an article on your experience. It sounds horrible. matthew at upgrd.com
What does “…UAE men are permitted to beat their wives and there is no protection against women for rape.” have to do with the employees that Etihad hires as cabin crew?
If Human Rights were so hugely important to the Association of Professional Flight Attendants, perhaps they should start with complaining to their own employer’s about it’s decision to partner with the likes of wife beating Etihad, Qatar, Gulf Air or Royal Jordanian…the horrors (and irony) of it all. Unions are so worthless.
A big fat who the hell cares! Is the FA union going to write letters to every other carrier or person who guest stars for an airline. Asian carriers are known for requiring their female FA to have their eyes a certain distance apart and a specific waistline, retire by a certain age and more.
The union should be more concern about codesharing with QR and EY then worried about who stats in their commercials. I jus flew EY first IAD to AUH on thursday and everyone I spoke to talked about how much they enjoyed working for EY. They were a mixture of Americans, asians, eastern europeans, and Austrailians. Sure the middle east doesnt have the best human right record but neither does china. The airlines and unions need to pull their heads out of their….and truly compete other than complain about the airlines that are offering solid products and fine dining at 30k feet!
@Rocky: I very much agree with you.
It would be nice if the flight attendant union would put their energies toward improving the service level of their members instead of complaining about an ad for a far superior product that they know that can’t compete with.
This is what’s hard about varying cultures, and it it comes to no surprise that there will be people who will react strongly to an advert, especially if a prominent person is in the commercial. You have to admit that the commercial was tastefully done. You’re right in saying that the debate will still continue, and it will always stem on the difference in culture.
US airlines are all envy of the ME airlines because they cannot even get closer to them in quality and service. Thus, they always bring this BS about labor, how they treat their people, etc… Most Americans have to grow up and leave their nest and understand there is a world out there. The world boundaries go well outside East and West Coast and not every culture is similar to the US. It is funny to see a guy like Apple’s CEO trying to boycott Indiana for their religious freedom law but two weeks before they opened an Apple Store in Saudi Arabia. Very interesting!!!!
AA and Etihad are both members of One World. Why does Laura Glading allow her members to work for a company which partners with such a company in such a country?
@Michael D: Etihad is just an AA partner (Qatar is a oneworld member). Nevertheless, you bring up a good point about the business relationship between AA and EY that further brings into question the theatrics of Glading.