In Lufthansa’s ‘Allegris’ commercial, the seven-foot-tall basketball player shows off the plush, extravagant experiences awaiting every traveler. Lufthansa Airlines, Germany’s flag carrier, has launched a new global campaign and brand film titled ‘Allegris,’ celebrating the debut of its new cabin experience. The campaign, which premiered on Monday, is an integral part of the airline’s ‘Yes’ brand platform, emphasizing the brand’s commitment to enhancing the passenger experience across all classes of service.
The centerpiece of the campaign is a dynamic brand film that highlights the unique features of the Allegris cabin experience, with former NBA star Dirk Nowitzki as its central figure. Nowitzki, who stands seven feet tall, is shown enjoying the comfort of a seven-foot-long bed in First Class, illustrating the spaciousness of the new cabin. Advertisement In addition to Nowitzki, the film showcases other passengers across different classes — Economy, Business and First Class — demonstrating how Lufthansa’s new offering transforms air travel into a luxurious and personalized experience.
In First Class, a multi-generational family — grandfather, father and son — enjoys the privacy and comfort of the cabin, further emphasizing the premium experience. In Business Class, a businessman works on a business plan, while a fashion designer sketches ideas, highlighting the ample space and amenities available for productive travel. Meanwhile, in Economy Class, a young woman uses a touch screen to adjust the cabin temperature, ensuring a comfortable and relaxing journey.
Each scene underscores the luxury and comfort that Lufthansa’s Allegris cabins offer to every type of traveler. “Our new campaign is a testament to Lufthansa’s unwavering commitment to our passengers,” said Michelle Mynhardt, head of marketing & communication at Lufthansa, in a statement shared with The Drum. “By continuing the ‘Yes’ platform, we are placing the individual experiences and stories of our travelers at the heart of our brand.
We are excited to showcase how the Allegris cabin experience transforms every journey into a memorable adventure. And we are thrilled that we could team up with Dirk Nowitzki, an international star with a German background.” Advertisement Catch up on the most important stories of the day, curated by our editorial team.
See the best ads of the last week - all in one place. Learn how to pitch to our editors and get published on The Drum. The campaign’s creative execution is brought to life by the acclaimed London-based director duo Nono & Rodrigo, known for their striking storytelling in commercials for major brands like Whatsapp, Converse, Yamaha and Adidas.
The still images were captured by French photographer Alice Moitié, whose background in high-end product photography complements the work’s emphasis on luxury. This campaign is the result of a strong partnership between Lufthansa and the Serviceplan Group, which has been leading the airline’s creative efforts since January 2024. “Showcasing Lufthansa Allegris' features was an exciting challenge.
We chose to tell playful stories of passengers enhancing their travel experiences, using lighthearted voice-overs and dynamic visuals,” added Erick Barrios Hernández and Wolfgang Warzilek, global executive creative directors at Serviceplan Americas. “Working with director duo Nono & Rodrigo and photographer Alice Moitié, we captured the innovation of the Allegris cabin while bringing out the joy and excitement of every journey through their unique storytelling and high-end aesthetics.” The Allegris campaign is being rolled out across multiple channels, including Connected TV, social media, custom partnerships, audio, and prominent Out-of-Home placements in major cities like San Francisco and Chicago.
This marks the beginning of an ongoing collaboration with Nowitzki, with more campaign assets set to be released in the coming weeks. Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story..
