Emirates just threw shade at United's troubles this week in a new ad.
The gulf carrier posted a video on Twitter, with the message "Fly the friendly skies with a real airline."
United, which has become embroiled in controversy after video footage surfaced of a passenger being dragged and bloodied because he would not volunteer his seat on a flight for airline crewmembers, is known for the slogan "Fly the Friendly Skies." (Which has not gone unnoticed in the many memes about the incident.)
Here is the ad:
Fly the friendly skies with a real airline. pic.twitter.com/wE5C5n6Lvn— Emirates airline (@emirates) April 11, 2017
Emirates, as well as Qatar and Etihad, are frequently at odds with U.S. legacy carriers United, American and Delta. While executives at the airlines occasionally take pot shots, Emirates has frequently gone all-in, as with a past ad campaign featuring America's sweetheart Jennifer Aniston.
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In the new ad, Emirates highlights a quote from United CEO Oscar Muñoz: "Those [Gulf] airlines aren't airlines." The airline then goes on to highlight its award on Monday as best airline in the world by TripAdvisor.
Emirates confirmed to T+L that the ad is in response to the United incident.
United's statements about the incident have only seemed to increase outrage, and the airline's stock was down significantly, according to TIME.