New Emirates brand ambassador Gerry the Goose ruffles feathers in latest advert

The digital character ditches his flock for a comfortable flight and is joined by Hollywood stars in the global campaign

Gerry the Goose breaks away to 'fly better', in a direct nod to Emirates's tagline. Photo: Emirates

A feathery guest has joined Hollywood stars Jennifer Aniston and Chris Hemsworth as Emirates's newest brand ambassador.

Gerry the Goose will help showcase the UAE airline's "impeckable" service in a new campaign that will be launched globally from Tuesday.

In his debut, Gerry is shown ditching his migratory flock and choosing instead to "fly better", Emirates's tagline. He is then shown settling down on board a superjumbo A380, in the airline's new premium economy cabin, which officially began service this month.

Gerry then reclines on his spacious seat to enjoy a film titled The Goose, The Bad and The Ugly and tucks into a delicious meal as he flies past his friends outside the plane window who are shown to be in "fowl humour".

Voiced by British actor Michael Cronin doing his best Sir David Attenborough imitation, Gerry was created at a CGI studio in London. Creating the campaign took 14 weeks and involved a team of experts who made sure Gerry and his friends were as realistic as possible, down to the last feather. Filming also took place on board an Emirates aircraft in Dubai.

Gerry settles down in his premium economy cabin as he flies by his friends. Photo: Emirates

Gerry's species is known as Canada goose or Branta canadensis, which are large wild geese with black heads and necks, white cheeks, white under the chin and a brown body. They are native to the arctic and temperate regions of North America, found during migration across the Atlantic in northern Europe.

"In terms of the qualities and profile we look for in our brand ambassadors, we are spreading our wings," said Richard Billington, the senior vice president of marketing and brand at Emirates.

"Gerry is a savvy traveller who knows what he wants and where he wants to go — but he’s adamant he’ll do it in style, with luxury and comfort as a priority. Having witnessed his seamless travel experience, we are confident that next time his friends will choose to Fly Better."

According to Emirates, Gerry the Goose admires the acting work of Ryan Gosling, who he says "gives him goose bumps".

What to expect flying in Emirates' new premium economy cabin — in pictures

Travellers can now check in for Emirates premium economy flights. All photos: Chris Whiteoak / The National

The new cabin class is now available to Emirates customers travelling on A380 routes to London, Paris and Sydney.

A boarding pass for Emirates' premium economy cabin.

The new cabin has luxurious seats and more legroom.

Cabin crew hand out hot towels to passengers seated in the premium economy cabin.

Welcome drinks are part of the premium economy service.

An Emirates crew member details safety features for travellers flying premium economy.

The wood panelling in premium economy is inspired by Emirates' business-class cabins.

Each seat has a 13.3-inch screen, one of the largest in its class.

Premium economy seats offer six-way adjustable headrests.

Leather seats have a 40-inch pitch, are 19.5 inches wide and recline eight inches into a comfortable cradle position.

Travellers flying premium economy all have easily accessible in-seat charging points and a side cocktail table for drinks.

The cabin class offers passengers a distinct menu to choose from.

Each seat also has calf rests and footrests.

Welcome drinks and amenity kits are offered to travellers flying Emirates premium economy.

The new cabin will also be added on flights to New Zealand from December.